Publisher's Synopsis
The author focuses on identifying, defining, and providing examples of key concepts, integrating them into a logical managerial process. A process approach is used, thus providing students with a practical framework which they can then apply to industrial products, markets, and firms of all types in the real world. Seventeen realistic business cases at the end of the text involve students in the day-to-day marketing decisions organizations and industry face. The aim is to provide students with a sound understanding of how organizations make buying decisions and how to incorporate those considerations when designing marketing strategies and tactics. The text includes a detailed discussion of the differences between industrial and consumer markets, and a treatment of new technology which looks at the marketing implications of such advances, as well as an examination of organizational buying and buyer behaviour.
