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The Marketing Challenge for Industrial Companies

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Cover of 'The Marketing Challenge for Industrial Companies'

Table of Contents

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    Book Overview
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    Chapter 1 The Fight Against Corporate Autism in Industrial Companies
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    Chapter 2 Misinterpreting Customer Orientation
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    Chapter 3 A Conceptual Framework for Understanding Technical Products
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    Chapter 4 Exploring Industrial Markets
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    Chapter 5 Industrial Market Segmentation
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    Chapter 6 Industrial Product Design and Development
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    Chapter 7 Organizing an Industrial Company’s Marketing and Sales Department
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    Chapter 8 The Industrial Sales Force
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    Chapter 9 The Distribution of Technical Products
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    Chapter 10 Industrial Branding
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    Chapter 11 Pricing Technical Products
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    Chapter 12 Introducing New Technical Products into the Market
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