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Business Marketing Strategy: Cases,Concepts and Applications (Hardcover) / Edition 1

Business Marketing Strategy: Cases,Concepts and Applications (Hardcover) / Edition 1

by Kasturi Kasturi Rangan, Rowland T. Moriarity, Benson P. Shapiro, Rowland Moriarity Jr., Benson Shapiro

ISBN-10: 025616911X

ISBN-13: 9780256169119

Pub. Date: 12/31/1994

Publisher: McGraw-Hill Higher Education

Product Details

McGraw-Hill Higher Education
Publication date:
Marketing Series

Table of Contents

Section I. Introduction
1. Reading 1. Scope and Challenge of Business-to-Business Marketing; V. Kasturi Rangan and Bruce Isaacson
2. Case 1. Norton Group PLC (A) To Be or Not to Be in the Motorcycle Business; V. Kasturi Rangan and Jon Skofic
3. Reading 2. How to Segment Industrial Markets; Benson P. Shapiro and Thomas V. Bonoma
4. Reading 3. Major Sales: Who Really Does the Buying?; Thomas V. Bonoma
Section II. Managing New Products
5. Reading 4. New Product Commercialization: Common Mistakes; V. Kasturi Rangan and Kevin Bartus
6. Case 2. Techsonic Industries, Inc.: Humminbird - New Products; Melvyn A.J. Menezes and Eric D. Beinhocker
7. Case 3. Millipore New Product Commercialization: A Tale of Two New Products; V. Kasturi Rangan and Kevin Bartus
8. Case 4. Ring Medical; V. Kasturi Rangan and Christopher Fay
9. Case 5. Rohm and Haas (A): New Product Marketing Strategy; V. Kasturi Rangan and Susan Lasley
(and more...)

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