The book would serve as a standard textbook on the subject of Industrial Marketing, and thus, will be useful for students of management. This book is aimed at providing better conceptual understanding of the industrial marketing, as well as, enhancing the skills required in its practice.The book begins with the review of fundamentals of marketing, concepts in industrial marketing, industrial marketing environment, gathering market intelligence, organisational buying behaviour, and segmentation and positioning in industrial marketing.Then, it goes on to give an insightful analysis of product mix, price mix, marketing channels, marketing control, and project marketing. The text concludes with a discussion on commercial terms, clauses and documents involved in the practice of industrial marketing. The text provides eleven 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 difference 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.New to this edition• Four new chapters, namely, Review of Marketing Fundamentals, Industrial Marketing Environment, Negotiating Sales Deals and Key Account Management have been added.• Keeping in mind the importance of case studies for both the students, as well as, practitioners, four new cases have also been added in this edition.• Besides, material is added in most of the chapters to discuss some topics in more detail, or some sub-topic which were missing in the earlier edition.• Problem questions added at the end of the chapters will help the students to understand the practical applications of marketing concepts in real business world.• The concepts are supported by real-life examples, diagrams and tables to reinforce the understanding of the subject-matter.
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About the Author
Milind T. Phadtare, PhD (Marketing Management) is Senior Professor and Dean of the School of General Management at National Institute of Construction Management and Research (NICMAR), Pune. Prior to re-joining NICMAR in 2011, he was the ONGC Chair Professor of Strategic Management and Area Chair of Marketing at Administrative Staff College of India, Hyderabad. He has received the ‘Excellence for Teaching’ award twice from NICMAR; once in 2005 and second time in 2012. He has also published two books and 15 papers in peer reviewed national and international journals. Having fifteen years of industrial experience, Dr. Phadtare is also involved in consulting assignments for many industrial houses.He has conducted more than fifty management development programmes, and also taken sessions in various programmes meant for senior management personnel.
Table of ContentsPreface1. Review of Marketing Fundamentals2. Concept of Industrial Marketing 3. Industrial Marketing Environment 4. Gathering Marketing Intelligence 5. Organisational Buying Behaviour 6. Industrial Market Segmentation, Target Marketing and Positioning 7. Managing Product Mix 8. Managing Price Mix 9. Managing Marketing Channels 10. Managing Promotional Mix 11. Negotiating Sales Deals 12. Key Account Management 13. Marketing Control 14. Marketing Mix for Project Marketing 15. Commonly Used Commercial Clauses 16. Commonly Used Commercial Documents Cases1. Resistance Welders India Limited 2. Compressed Systems India Limited—Adopting Project Marketing 3. EU Tyres 4. Electric Motors India Limited 5. Chapman Variators Private Limited 6. Brown Solar Pumps Limited 7. Inter Air Limited 8. Automated Solutions Private Limited: Doing Business with Government Organisation 9. Electric Motocomp Private Limited10. Protective Coatings India Limited11. Fast Operating Epoxies-Market Potential Analysis Index