Strategic Industrial Marketing

Marketing is not limited to consumer products but is one of the most important functions of businesses that supply products and services to industrial enterprises, craft businesses, public enterprises, institutions, and other economic organizations. Industrial (Business-to-Business or B2B) Marketing, which deals with satisfying the purchasing needs and requirements of organizations (not individuals) and accounts for approximately 60% of monetary transactions in our national economy, is a distinct field of study within the science of Marketing. 

The book "Strategic Industrial Marketing" by authors G. Avlonitis, S. Dimitriadis, and C. Iintounas is a modern and comprehensive study of Industrial Marketing and aims to contribute to the effort of studying, researching, and disseminating Industrial Marketing in Greece.

 
The book is structured into five parts:

Part 1 →  Key Dimensions of Industrial Products/Markets and Industrial Customer Behavior
basic concepts of industrial marketing, analysis of industrial customer purchasing behavior, purchasing behavior of Greek industrial enterprises, relationship management in industrial markets

Part 2 → Demand Analysis and Opportunities in the Industrial (B2B) Market 
industrial market marketing research, industrial market segmentation and product positioning, e-commerce and marketing in industrial markets

Part 3 → Marketing Strategies for Industrial (B2B) Markets
strategic industrial marketing planning, product management for industrial markets, pricing for industrial markets, distribution channel and supply chain management for industrial markets, sales force organization for industrial markets, communication and promotion methods for industrial markets

Part 4 → Special Topics in Industrial (B2B) Marketing
industrial services marketing, international industrial marketing

Part 5 → Case studies
interesting case studies that serve to connect theory with practice

It is worth noting that "Strategic Industrial Marketing" includes learning objectives at the beginning of each chapter, tables, figures, examples, real data, chapter summaries, bibliographic references per chapter, a separate section for case studies with questions, as well as an appendix with the legislative framework for public procurement.

This book is addressed to:
⇢ students who have included in their curriculum the course of Industrial (B2B) Marketing, for whom it is a modern, scientifically substantiated textbook with practical examples, so that they can understand and delve into all the specific aspects/fields of industrial marketing,
⇢ executives in the private and public sectors who deal with marketing or the purchase/supply of industrial products and services, as well as to entrepreneurs in industrial markets, to whom it proposes a comprehensive framework of strategic analysis methods and tools and marketing actions, in order to achieve their goals more effectively.