Industrial Marketing Strategy, 3rd Edition

Rating:
Summary: Probably the standard work on industrial marketing today.
Review: Frederick Webster's 3rd ed. of Industrial Marketing Strategy offers a comprehensive review of business-to-business marketing. This is an excellent overview for the business executive and the general marketing practitioner. The sections on buying behavior and buyer-seller relationships are a good review of those processes that influence customers to buy. The book is a rational academic review of the marketing process. Unfortunately, Webster, like most books on the subject, does not address the irrational aspects of the industrial customer's behavior. All-in-all this is still the most comprehensive single volume review of industrial marketing currently available. Warren D. Smith, CPC. Venture Marketing Inc. [e-mail]