This book discusses the differences between consumer marketing and industrial marketing as
well as the challenges faced when putting each into practice. It identifies important
distinctions in terms of product functionality market research concepts and techniques market
segmentation pricing sales force and product launch. Furthermore it reviews significant
variations concerning other issues such as branding distribution product development and the
organizational structure of the commercial department. Each chapter features both authoritative
novel concepts suited for global application and hands-on protocols. By presenting these
concepts and their implementation this book is the first of its kind in the field to help
practitioners avoid using consumer-marketing techniques that could in fact be inappropriate for
and detrimental to an industrial company strategy.
