Penetrating The Industrial Market: A Case Study

Abstract

Adoption of the marketing concept has not come easily in industrial markets.  Sales effort and product orientation appears to receive an inordinate amount of attention even in highly mature, saturated markets.  Resistance to marketing can encourage new competitors possessing technology and marketing skills to invade these once stagnant market segments.  This paper identifies one firm’s attempt to thwart such invasion by developing and implementing sound marketing strategy.