Management for Professionals: Advanced Concepts and Practices

Saavedra, Claudio A.

This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. It identifies important distinctions in terms of product functionality, market research concepts and techniques, market segmentation, pricing, sales force and product launch. Furthermore, it reviews significant variations concerning other issues such as branding, distribution, product development and the organizational structure of the commercial department. Each chapter features both authoritative, novel concepts suited for global application and hands-on protocols. By presenting these concepts and their implementation, this book is the first of its kind in the field to help practitioners avoid using consumer-marketing techniques that could in fact be inappropriate for and detrimental to an industrial company strategy. 

Details

Published by: Springer

Publication Date: 2016-05-10

Format: Hardcover

ISBN-13: 9783319306094

DOI: 10.1007/978-3-319-30610-0

Dimensions: 235cm x155cm

Pages: 423