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Nuts, Bolts and Magnetrons - A Practical Guide for Industrial Marketers
Paul Millier
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Description for Nuts, Bolts and Magnetrons - A Practical Guide for Industrial Marketers
Paperback. 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. Num Pages: 320 pages, Ill. BIC Classification: KJS; KN. Category: (P) Professional & Vocational. Dimension: 235 x 179 x 19. Weight in Grams: 540.
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 ... Read more
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 ... Read more
Product Details
Format
Paperback
Publication date
2000
Publisher
John Wiley and Sons Ltd Dublin, Ireland
Number of pages
320
Condition
New
Number of Pages
320
Place of Publication
New York, United States
ISBN
9780471853251
SKU
V9780471853251
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About Paul Millier
Paul Millier, Lyon University Management School Paul Millier is visiting professor at Cranfield School of Management and professor of marketing at Lyon University Management School. His last book, a up-dated translation from the French on the marketing of high techgoods is currently in production.
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