The Marketing Challenge for Industrial Companies

Advanced Concepts and Practices

  • Claudio A. Saavedra

Part of the Management for Professionals book series (MANAGPROF)

Table of contents

  1. Front Matter
    Pages i-xxv
  2. Claudio A. Saavedra
    Pages 11-31
  3. Claudio A. Saavedra
    Pages 63-121
  4. Claudio A. Saavedra
    Pages 123-151
  5. Claudio A. Saavedra
    Pages 153-201
  6. Claudio A. Saavedra
    Pages 235-279
  7. Claudio A. Saavedra
    Pages 281-321
  8. Claudio A. Saavedra
    Pages 323-346
  9. Claudio A. Saavedra
    Pages 347-369
  10. Claudio A. Saavedra
    Pages 371-423

About this book


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.


industrial marketing B2B marketing industrial sales technical product marketing technical product development market launching application segmentation discovery team B2B branding industrial distribution

Authors and affiliations

  • Claudio A. Saavedra
    • 1
  1. 1.NORDAKADEMIE Graduate SchoolHamburgChile

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences