1st Edition

The Marketing of Industrial Products

Edited By Aubrey Wilson Copyright 1965
    297 Pages
    by Routledge

    First Published in 1965, The Marketing of Industrial Products is the product of diverse talents and experiences. The first words of Aubrey Wilson's introduction to this book emphasise the importance and relevance of industrial marketing to everyone connected with industry. He goes on to stress the need to set industrial marketing into a wider perspective and, at the same time, to provide for the urgent requirements of students for a basic authoritative book.

    Each chapter (with one exception) is an original contribution, especially commissioned for the book which has been devised and edited as an integrated work. The editor comments that there can be few if any people who are able to write with equal authority on each function of marketing. He has therefore invited eighteen leaders in their own particular function to contribute to this book. It immediately establishes itself as a standard work. This is a must read for students of marketing and business management.

    The Authors Introduction Definition 1. The Marketing Concept Clive Barwell 2. Marketing Characteristics of Industrial Goods and Buyers Jacqueline Marrian 3. Generation of New Product Ideas Mary Griffin 4. Organization of New Product Development Margot Newlands 5. Industrial Marketing Research- Management Aspects G.T. Brand 6. Industrial Marketing Research- Techniques Max K. Adler 7. Industrial Selling David Rowe 8. Industrial Advertising Michael Desoutter 9. Industrial Public Relations Harry Trigg 10. The Service Element in Added Value Dennis Rose 11. Physical Distribution D. John Aylott 12. Pricing in Industrial Marketing Leon A. Smulian 13. International Marketing Fred Davies 14. Marketing Managers and their Development E. A. Lever 15. Financial, Control of the Marketing Function David Burns 16. Integrating the Marketing Functions A. Franklin Colburn 17. Marketing within the Total Corporate Complex Peter C. T. Clark 18. Marketing Myopia Theodore Levitt 19. Industrial Marketing in the Next Decade Aubrey Wilson Appendix- Further Reading Index

    Biography

    Aubrey Wilson (at the time of the first publication of this book) was the Managing Director of Industrial Market Research Limited.