Undergraduate industrial marketing: content and methods

Article Abstract:

Business marketing is taking a more prominent place in marketing education. Faculty members unfamiliar with business marketing may need to develop and teach business marketing courses. We provide the background information and suggest the resources needed for such a course at the undergraduate level. First, we address the growing importance of business marketing education and the nature of the student as a business product. Next, we discuss our perspectives on course philosophy, goals, and topical coverage. Subsequently, we review the use of pedagogical tools, including the role of the textbook, casebook, readings book, and the secondary sources of business information. Finally, our general thoughts for course execution are presented. Our purpose is to promote further dialogue concerning the development of this important area of undergraduate marketing study. (Reprinted by permission of the publisher.)

Curricula, Study and teaching, Business-to-business market, Business to business market, Business teachers, Business education

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Teleprospecting: an approach for qualifying accounts

Article Abstract:

This article describes how telecommunications can be used in lieu of cold calls to actively prospect for and qualify new accounts to increase salesforce productivity. Other articles have made reference to using telemarketing for selling, responding to inquiries, and account maintenance. This article defines and describes teleprospecting, identifies the market conditions favoring its use, suggests guidelines for implementation, and provides measures for assessing the benefits of the procedure to salesforce efficiency and sales volume. (Reprinted by permission of the publisher.)

Management, Telemarketing, Incentives (Business), Sales personnel, Salespeople

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Outdoor advertising for business markets

Article Abstract:

The usage and importance of outdoor advertising as business marketing methods.

United States, Marketing, Outdoor advertising services, Outdoor Advertising, Display Advertising, Usage

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