Business marketing strategy: concepts and applications
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Chicago [u.a.]
Irwin
1995
|
| Series: | The Irwin series in marketing
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIII, 354 S. graph. Darst. |
| ISBN: | 0256169101 |
Staff View
MARC
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| 700 | 1 | |a Moriarty, Rowland T. |e Sonstige |4 oth | |
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Record in the Search Index
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|---|---|
| adam_text | Contents
Preface vii
Section i
Introduction
1 Scope and Challenge of Business to Business Marketing 3
V. Kasturi Rangan and Bruce Isaacson
2 Norton Group PLC (A): To Be or Not to Be in the
Motorcycle Business 15
V. Kasturi Rangan and Jon Skofic
3 How to Segment Industrial Markets 35
Benson P. Shapiro and Thomas V. Bonoma
4 Major Sales: Who Really Does the Buying? 46
Thomas V. Bonoma
Section ii
Managing New Products
5 New Product Commercialization: Common Mistakes 63
V. Kasturi Rangan and Kevin Bartus
6 Techsonic Industries, Inc.: Humminbird—New Products 76
Melvyn A. J. Menezes and Eric D. Beinhocker
xi
Contents
7 Millipore New Product Commercialization: A Tale of Two
New Products 99
V. Kasturi Rangan and Kevin Bartus
8 Ring Medical: Organizing New Product Marketing 124
V. Kasturi Rangan and Christopher Fay
9 Rohm and Haas (A): New Product Marketing Strategy 148
V. Kasturi Rangan and Susan Lasley
10 Northern Telecom (A): Greenwich Investment
Proposal (Condensed) 163
Robert J. Dolan
11 Northern Telecom (B): The Norstar Launch 171
Robert J. Dolan
12 Rolm: The SIGMA Introduction 198
V. Kasturi Rangan, Jay Misra, and Cliff Fitzgerald
13 Green Marketing at Rank Xerox 215
Jeffrey F. Rayport and Joep VanThiel
14 Intel Corporation: Going into OverDrive1 244
Anirudh Dhebar
15 Creating Project Plans to Focus Product Development 264
Steven C. Wheelwright and Kim B. Clark
16 Commercializing Technology: Understanding User Needs 281
Dorothy Leonard Barton, Edith Wilson, and John Doyle
17 Industrial Pricing to Meet Customer Needs 306
Benson P. Shapiro and Barbara B. Jackson
18 Industrial Market Research: Beta Test Site Management 320
Robert J. Dolan
19 Designing Channels of Distribution 330
V. Kasturi Rangan
Section hi
Managing Mature Products
20 Beating the Commodity Magnet 345
V. Kasturi Rangan and George T. Bowman
Contents xiii
21 Cumberland Metal Industries (A): Model Year 1978 Negotiations
with Beta Motors 360
Benson P. Shapiro and Craig E. Cline
22 Peak Electronics (A): Vendor Relationship with the
Ford Motor Company 377
V. Kasturi Rangan, Kim Crawford, and Paresh Shah
23 The BOC Group: Ohmeda (A) 397
Rowland T. Moriarty and Gordon Swartz
24 Atlas Copco (A): Gaining and Building
Distribution Channels 422
V. Kasturi Rangan
25 Ingersoll Rand (A): Managing Multiple
Channels, 1985 437
V. Kasturi Rangan and E. Raymond Corey
26 Computervision—Japan (A) 452
Rowland T. Moriarty
27 Signode Industries, Inc. (A) 476
Rowland T. Moriarty, Jr., David May, and Gordon Swart/.
28 Becton Dickinson Company: VACUTAINER Systems
Division 495
Frank Cespedes and V. Kasturi Rangan
29 Manage Customers for Profits (Not Just Sales) 513
Benson P. Shapiro, V. Kasturi Rangan, Rowland T. Moriarty.
and Elliot B. Ross
30 Close Encounters of the Four Kinds: Managing Customers
in a Rapidly Changing Environment 525
Benson P. Shapiro
31 Segmenting Customers in Mature Industrial Markets 548
V. Kasturi Rangan, Rowland T. Moriarty, and
Gordon Swartz
32 Once More: How Do You Improve Customer Service? 559
Frank V. Cespedes
33 Automation to Boost Sales and Marketing 573
Rowland T. Moriarty and Gordon S. Swartz
34 Reorienting Channels of Distribution 586
V. Kasturi Rangan
35 Managing Hybrid Marketing Systems 599
Rowland T. Moriarty and Ursula Moran
Contents
Section iv
Managing Product Market Diversity
36 Managing Market Complexity: A Three Ring Circus 619
V. Kasturi Rangan
37 Barco Projection Systems (A): Worldwide Niche Marketing 632
Rowland T. Moriarty and Krista McQuade
38 Fabtek (A) 653
Benson P. Shapiro, Rowland T. Moriarty, and Craig E. Cline
39 Xerox Corporation: The Customer Satisfaction Program 668
Melvyn A. J. Menezes and Jon Serbin
40 Millipore Corporate Strategy 692
Nitin Nohria, V. Kasturi Rangan, and Robert W. Lightfoot
41 GenRad, 1990 (A): At a Crossroads in Electronic Tests 715
Raphael R. Carty and Benson P. Shapiro
42 General Electric Plastics: Organizing the Marketing
Function 745
V. Kasturi Rangan and Steven Michael
43 Variety versus Value: Two Generic Approaches to
Product Policy 765
Benson P. Shapiro
44 What the Hell Is Market Oriented ? 783
Benson P. Shapiro
45 Staple Yourself to an Order 792
Benson P. Shapiro, V. Kasturi Rangan, and John J. Sviokla
46 High Tech Marketing: Concepts, Continuity, and Change 806
Rowland T. Moriarty and Thomas J. Kosnik
47 The Logic of Global Business: An Interview with ABB s
Percy Barnevik 823
William Taylor
Index 842
|
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| indexdate | 2024-07-09T18:12:57Z |
| institution | BVB |
| isbn | 0256169101 |
| language | English |
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| physical | XIII, 354 S. graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Irwin |
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| spelling | Business marketing strategy concepts and applications V. Kasturi Rangan ; Benson P. Shapiro ; Rowland T. Moriarity Chicago [u.a.] Irwin 1995 XIII, 354 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Irwin series in marketing Marketing gtt Productbeleid gtt Industrial marketing Management Marketing Management Marketing Management Case studies Product management Marketingstrategie (DE-588)4120697-6 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketingstrategie (DE-588)4120697-6 s DE-604 Rangan, V. Kasturi Sonstige oth Shapiro, Benson P. Sonstige oth Moriarty, Rowland T. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007832701&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Business marketing strategy concepts and applications Marketing gtt Productbeleid gtt Industrial marketing Management Marketing Management Marketing Management Case studies Product management Marketingstrategie (DE-588)4120697-6 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4143413-4 (DE-588)4522595-3 |
| title | Business marketing strategy concepts and applications |
| title_auth | Business marketing strategy concepts and applications |
| title_exact_search | Business marketing strategy concepts and applications |
| title_full | Business marketing strategy concepts and applications V. Kasturi Rangan ; Benson P. Shapiro ; Rowland T. Moriarity |
| title_fullStr | Business marketing strategy concepts and applications V. Kasturi Rangan ; Benson P. Shapiro ; Rowland T. Moriarity |
| title_full_unstemmed | Business marketing strategy concepts and applications V. Kasturi Rangan ; Benson P. Shapiro ; Rowland T. Moriarity |
| title_short | Business marketing strategy |
| title_sort | business marketing strategy concepts and applications |
| title_sub | concepts and applications |
| topic | Marketing gtt Productbeleid gtt Industrial marketing Management Marketing Management Marketing Management Case studies Product management Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Marketing Productbeleid Industrial marketing Management Marketing Management Marketing Management Case studies Product management Marketingstrategie Aufsatzsammlung Fallstudiensammlung |
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