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Business Marketing Strategy: Concepts and Applications / Edition 1
     

Business Marketing Strategy: Concepts and Applications / Edition 1

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

ISBN-10: 0256169101

ISBN-13: 9780256169102

Pub. Date: 01/28/1995

Publisher: McGraw-Hill Higher Education

Rangan is a 225 page paperback containing selected readings with the majority being from the "Harvard Business Review". It will have a strong managerial focus making it appealing to manager and future managers.

Overview

Rangan is a 225 page paperback containing selected readings with the majority being from the "Harvard Business Review". It will have a strong managerial focus making it appealing to manager and future managers.

Product Details

ISBN-13:
9780256169102
Publisher:
McGraw-Hill Higher Education
Publication date:
01/28/1995
Series:
Marketing Series
Pages:
192

Table of Contents

Preface
Section I Introduction
Reading 1. Scope and Challenge of Business-to-Business Marketing; V. Kasturi Rangan and Bruce Isaacson
Reading 2. How to Segment Industrial Markets; Benson P. Shapiro and Thomas V. Bonoma
Reading 3. Major Sales: Who Really Does the Buying?; Thomas V. Bonoma
Section II Managing New Products
Reading 4. New Product Commercialization: Common Mistakes; V. Kasturi Rangan and Kevin Bartus
Reading 5. Creating Project Plans to Focus Product Development; Steven C Wheelwright and Kim B. Clark
Reading 6. Commercializing Technology: Understanding User Needs; Dorothy Leonard-Barton, Edith Wilson, and John Doyle
Reading 7. Industrial Pricing to Meet Customer Needs; Benson P. Shapiro and Barbara B. Jackson
Reading 8. Industrial Market Research: Beta Test Site Management; Robert J. Dolan
Reading 9. Designing Channels of Distribution; V. Kasturi Rangan
Section III Managing Mature Products
(and more...)

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