{"product_id":"nuts-bolts-and-magnetrons-isbn-9780471853251","title":"Nuts, Bolts and Magnetrons","description":"Industrial or business-to-business marketing places very specific demands on those responsible for it. Yet all too often the strengths of these managers are technical, founded on expertise and product knowledge. There is seldom any formal understanding of marketing principles and the business benefits they can bring. In such conditions perspectives are narrowed, opportunities are missed, and marketing remains a functional support activity rather than a strategic resource. Building on a basis of recent Cranfield research and their own extensive work with experienced practising managers, Paul Millier and Roger Palmer have devised the perfect solution. A complete reference and toolkit for managers in the field, Nuts, Bolts and Magnetrons showcases a wealth of examples from European industry, and provides the information and guidance industrial marketers need to develop and prosper. Readers will learn how to be not only functionally efficient, but also effective, by managing relationships within and outside the firm. If you are involved in industrial marketing then you must be properly equipped. Blending insight, information, and inspiration in equal measure, this book offers all you need for success - the Nuts, Bolts and Magnetrons of modern marketing.Investitionsgütermarketing oder Business-to-Business Marketing stellt ganz andere Anforderungen an die Marketingfunktion als das Konsumgütermarketing. Ein Kernproblem ist, daß Manager im Business-to-Business Bereich häufig eine große technische und fachliche Qualifikation besitzen, aber nur wenig von formalen Marketingkonzepten und ihren Einsatzmöglichkeiten verstehen. Dieser praxisorientierte Leitfaden ist sozusagen die \"Bibel\" des Investitionsgütermarketing. Hier finden Sie nicht nur Informationen und Ratschläge dazu, wie man funktionell effizient ist sondern auch, wie man Beziehungen inner- und außerhalb des Unternehmens managt. Mit einer Fülle von Tools, Analysen und Fallstudien. Eine unverzichtbare Lektüre für Neulinge und erfahrene Manager gleichermaßen. Acknowledgements\u003cbr\u003e The book's route maps\u003cbr\u003e YOU AND THIS BOOK\u003cbr\u003e You and this book\u003cbr\u003e FINDING YOUR WAY THROUGH THE COMPANY\u003cbr\u003e Your job outline\u003cbr\u003e Your position within the company\u003cbr\u003e FINDING YOUR WAY THROUGH MARKETING\u003cbr\u003e What is marketing?\u003cbr\u003e Principles of industrial marketing\u003cbr\u003e Technology and marketing\u003cbr\u003e YOUR WORKING SKILLS\u003cbr\u003e Effectiveness and efficiency\u003cbr\u003e Interpersonal skills\u003cbr\u003e Presentation skills\u003cbr\u003e Problem definition and decision-making\u003cbr\u003e Time management\u003cbr\u003e INDUSTRIAL MARKETING IN PRACTICE\u003cbr\u003e Setting a marketing strategy\u003cbr\u003e Planning marketing action\u003cbr\u003e The product offering\u003cbr\u003e The product\u003cbr\u003e Valuing the product\u003cbr\u003e Dealing with clients\u003cbr\u003e Dealing with partners\u003cbr\u003e DEALING WITH YOUR INTERNAL ENVIRONMENT\u003cbr\u003e Selling and marketing within the company\u003cbr\u003e Dealing with sales\u003cbr\u003e Working with technicians\u003cbr\u003e Co-ordination with other departments\u003cbr\u003e THE MARKETING EXPERT'S TOOLBOX\u003cbr\u003e Marketing research and marketing information\u003cbr\u003e Marketing segmentation\u003cbr\u003e Technical analysis in marketing\u003cbr\u003e Marketing analysis\u003cbr\u003e Diagnosing the marketing situation\u003cbr\u003e Marketing planning templates\u003cbr\u003e Bibliography\u003cbr\u003e Index  \u003cp\u003e\u003cstrong\u003ePaul Millier\u003c\/strong\u003e, Lyon University Management School\u003cbr\u003ePaul Millier is visiting professor at Cranfield School of Management and professor of marketing at Lyon University Management School. His last book, a up-dated translation from the French on the marketing of high techgoods is currently in production.   Industrial or business-to-business marketing places very specific demands on those responsible for it. Yet all too often the strengths of these managers are technical, founded on expertise and product knowledge. There is seldom any formal understanding of marketing principles and the business benefits they can bring. In such conditions perspectives are narrowed, opportunities are missed, and marketing remains a functional support activity rather than a strategic resource. Building on a basis of recent Cranfield research and their own extensive work with experienced practising managers, Paul Millier and Roger Palmer have devised the perfect solution. A complete reference and toolkit for managers in the field, Nuts, Bolts and Magnetrons showcases a wealth of examples from European industry, and provides the information and guidance industrial marketers need to develop and prosper. Readers will learn how to be not only functionally efficient, but also effective, by managing relationships within and outside the firm. If you are involved in industrial marketing then you must be properly equipped. Blending insight, information, and inspiration in equal measure, this book offers all you need for success - the Nuts, Bolts and Magnetrons of modern marketing.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989705801957,"sku":"NP9780471853251","price":80.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471853251.jpg?v=1761785181","url":"https:\/\/k12savings.com\/products\/nuts-bolts-and-magnetrons-isbn-9780471853251","provider":"K12savings","version":"1.0","type":"link"}