Nuts, Bolts and Magnetrons: A Practical Guide for Industrial Marketers

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.

Spis treści:
Acknowledgements
The book′s route maps
Part I You and This Book
1 You and this book
Part II Finding Your way through the Company
2 Your job outline
3 Your position within the company
Part III Finding your way through Marketing
4 What is marketing?
5 Principles of industrial marketing
6 Technology and marketing
Part IV Your Working Skills
7 Effectiveness and efficiency
8 Interpersonal skills
9 Presentation skills
10 Problem definition and decision–making
11 Time management
Part V Industrial Marketing in Practice
12 Setting a marketing strategy
13 Planning marketing action
14 The product offering
15 The product
16 Valuing the product
17 Dealing with clients
18 Dealing with partners
Part VI Dealing With Your Internal Environment
19 Selling and marketing within the company
20 Dealing with sales
21 Working with technicians
22 Co–ordination with other departments
Part VII The Marketing Expert′s Toolbox
23 Marketing research and marketing information
24 Marketing segmentation
25 Technical analysis in marketing
26 Marketing analysis
27 Diagnosing the marketing situation
28 Marketing planning templates
Bibliography
Index

Okładka tylna:
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.