Description
New Age International (P) Ltd., Publishers Business To Business Marketing by R.K. Sugandhi
This book systematically explains the basic principles and strategies involved in industrial and core sector marketing. A practice oriented approach is adopted throughout.
After defining the role of marketing in the contemporary business environment, the book highlights the distinction between consumer and core sector marketing. It discusses the basic requirements of core sector marketing and emphasises technology as a cutting-edge tool in marketing.
It then highlights the importance of Customer Relationship Management (CRM) in securing customer satisfaction and loyalty.
Market research and business forecast are discussed next, followed by competition analysis and strategies for competitive advantage. Various ways of maximising returns and market share are then detailed.
The basic qualities and skills required in a successful marketing executive are highlighted next.
The book concludes with a detailed exposition of e-Business and e-Marketing. Practical examples and actual cases are included throughout the book to illustrate the various principles and strategies. With its detailed analysis and contemporary flavour, the book would be extremely useful for both experienced and aspiring marketing executives.