A reader-friendly, manager?s goal-oriented guide to marketing in the 21st century In today?s customer-oriented world, marketing principles are more important th

Develop customer-focused, market-driven strategies for today's competitive marketplace. . . Industrial Marketing Strategy Widely regarded as a classic text in t

Successful marketing strategies are a vital aspect of any business. This textbook provides students and potential managers in the creative industries with a sol

Thoroughly updated, this much anticipated new edition provides students with a comprehensive, state-of-the-art view of industrial marketing. With a focus on str

The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industri