INDUSTRIAL MARKETING: Text and Cases Information Center: Book Preface


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INDUSTRIAL MARKETING: Text and Cases, 2/e

KRISHNA K HAVALDAR, Professor, Alliance Business Academy, Bangalore

ISBN: 0070588406
Copyright year: 2005

Book Preface

Of late, t he discipline of Industrial Marketing or Business-to-Business Marketing has started getting a wider acceptance among academicians and business enterprise. Increasing number of management students have begun opting Industrial Marketing as one of their specialisations or elective subjects in the marketing area. However, there are relatively few textbooks available on industrial marketing, with emphasis on the experience of a practitioner.

Similarly, changes in the external macro-environmental factors (such as the technological, legal, political and economic factors) have spun out new opportunities and challenges for business organisations. For instance, as an aftermath of the liberalisation process, domestic business organisations are getting easily influenced by changing global forces. Until and unless these organisations prepare themselves to face the changes in the markets and marketing environment, they are likely to get vulnerable in the changing environment.

The revision of the book Industrial marketing has been done in the light of these developments, and it seeks to cater to the needs of both management students and marketing practitioners alike. Moreover, the reception accorded to the first edition of the book ahs provided the real motivation for such a revision.

This edition is built on the fundamental strengths of the first edition like simple language, many examples of business practices, and focus on quality.

FEATURES OF THE SECOND EDITON

The edition has been expanded with additions of new topics, cases and a chapter.

New Chapter A chapter on International Industrial Marketing has been newly added taking into account the influence of global economic forces on business organisations.

New Topics and Concepts: Among the topics/concepts that are newly added include:

International industrial marketing;

Industrial customers, purchasing orientations;

Innovation, competitiveness, and technology

High-tech marketing;

Evaluation supplier performance by using ‘balanced scorecard’ technique;

Vendor managed inventory system;

Earlier supplier involvement program;

Types of relationships;

Customer relationship management (CRM)

Characteristics of personal selling – intrapreneurial philosophy, system buying and selling;

Role of e-commerce; important parts of e-commerce;

Supply chain management

High-tech marketing; and

Government regulations as a factor influencing pricing decisions

CASES: Two cases have been newly added:

Case No. 11 – Saragam Aluminium Limited on pricing decisions; and

Case No. 12 – Hindustan Engineering and Automotive Products Ltd. on international industrial marketing

I shall appreciate and gratefully acknowledge the comments and suggestions from the readers of this book.

KRISHNA K HAVALDAR

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