Industrial Marketing Communications - Business to Business Advertising, Promotion and PR (Paperback, 3Rev ed)

The last decade has seen industrial marketing recognized as vital to national and individual company interests where markets lie in the commercial or business area. Whilst the concept of marketing is basically the same for both industrial and consumer markets, industrial marketing requires different techniques because of the nature and complexity of the purchasing decision-making and the size of the budgets involved.;In this guide, Norman Hart shows how to make effective use of a wide variety of strategies and techniques for all types and sizes of organizations involved in business to business marketing activity for all products and services. He covers: strategic planning and budgeting; marketing communications - direct mail, press advertising, PR, exhibitions, photography, literature, films, television, radio, sponsorship, editorial publicity; media research and campaign evaluation; public relations; publicity organizations - marketing services, advertising agencies, publishers.