Industrial Marketing: Third Edition

Author: Edward G. Brettle et al.
Publisher:
Publish Date: 1999-09-01
Features: This book (3rd edition) includes eight parts with a total of 22 chapters. Part 1 outlines the elements of industrial markets—customers, products/services, and globalization. Part 2 explains the purchasing process in industrial markets and the important buyer-seller relationships. Part 3 examines strategic approaches, including market research, demand analysis and forecasting, market segmentation, product positioning, and strategic planning. Parts 4 to 7 explore strategies related to products and services, channels, communication, and pricing. Part 8 covers competitive strategy, strategic control, and an overview of international marketing. It should be emphasized that, except for Chapter 22, important international aspects relevant to each chapter's topic are scattered throughout the chapters. After obtaining an MBA from the University of Chicago, the author joined California State University as a professor, specializing in strategic marketing, new product development, marketing channels, and market research.