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Milind T. Phadtare

Published by PHI Learning (2008)

ISBN 10: 8120333276 ISBN 13: 9788120333277

First Edition

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From: BookVistas (New Delhi, DELHI, India)

Seller Rating: 3-star rating

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About this Item: PHI Learning, 2008. Softcover. Condition: New. First edition. Intended as a text for postgraduate students of management, this compact and concise book discusses the various aspects of industrial marketing which essentially deals with business between large entities such as corporations, limited companies and the government departments. The book begins with an introduction to key concepts, buying behaviour, marketing intelligence, segmentation and positioning in the market, as well as product and price mix. Then it goes on to give an insightful analysis of such topics as advertisement and promotion, and project marketing. It also discusses differences between product and project marketing. Besides explaining the criteria for selecting dealers, the text shows the importance of managing marketing channels and highlights, in the process, the channel conflicts. The text concludes with a discussion on commercial terms and documents. The text provides seven case studies which lend a practical flavour to it and illustrate the concepts discussed. KEY FEATURES ? Shows the importance and selection criteria of marketing channels. ? Explains commercial clauses and contents of documents. ? Explains differences between product marketing and project marketing. ? Provides questions at the end of every chapter. Interspersed with real-life examples, this book should also prove very handy to the practicing manager. CONTENTS: Foreword Preface 1. CONCEPT OF INDUSTRIAL MARKETING 2. ORGANIZATIONAL BUYING BEHAVIOUR 3. GATHERING MARKETING INTELLIGENCE 4. MARKET SEGMENTATION, TARGET MARKETING AND POSITIONING 5. MANAGING PRODUCT MIX 6. PRICE MIX 7. MARKETING CHANNELS 8. PROMOTION IN INDUSTRIAL MARKETING 9. MARKETING CONTROL 10. MARKETING MIX FOR PROJECT MARKETING 11. COMMONLY USED COMMERCIAL CLAUSES 12. COMMONLY USED COMMERCIAL DOCUMENTS CASE 1 Resistance Welders India Limited CASE 2 Compressed Systems India Limited?Adopting Project Marketing CASE 3 EU Tyres CASE 4 Electric Motors India Limited CASE 5 Chapman Variators Private Limited CASE 6 Brown Solar Pumps Limited CASE 7 Inter Air Limited Index Printed Pages: 192. Seller Inventory # 11208

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Reddy Saraswathi

Published by Prentice-Hall of India Pvt.Ltd (2008)

ISBN 10: 8120333276 ISBN 13: 9788120333277


Quantity Available: 1

From: Irish Booksellers (Portland, ME, U.S.A.)

Seller Rating: 5-star rating

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Price: US$ 66.53
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About this Item: Prentice-Hall of India Pvt.Ltd, 2008. Condition: New. book. Seller Inventory # M8120333276

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