© 2016

The Marketing Challenge for Industrial Companies

Advanced Concepts and Practices


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

  1. 1.NORDAKADEMIE Graduate SchoolHamburgChile

About the authors

Dr. Claudio Saavedra is a Professor of Advanced Industrial Marketing at NORDAKADEMIE Graduate School, Hamburg. Professor Saavedra has also conducted teaching and workshops for US-American Louisville University in Panama and for Pontificia Universidad Católica de Chile. In addition, he has been invited as a speaker in international seminars in conjunction with other global Industrial Marketing Centres, such as triple-accredited Grande École EMLYON Business School in France and The Corporate Development Institute in North Carolina, USA.

He has also been actively involved in business through international consultancy and direct experience as a senior manager in industrial companies for over 15 years. His prior experience in line management and his on-going consulting practise has proved to be highly useful for the real-world applicability of his academic thinking.

As a researcher, he has developed novel concepts and B2B marketing techniques for practitioners. Among these are: Industrial Market Research (© The Discovery Team), Industrial Market Segmentation, Technical Product Development, Technical Product Market Launching, Industrial Distribution, Technical Product Branding, Pricing in Industrial Markets, and Business to Business relationship. He has authorship in topics such as intercompany relationship metric bonding and the metrical evaluation of industrial salesforce performance.

After his Bachelor education in Chile and New York and his Master’s Degree in a co-joint programme with Wharton Business School, Pennsylvania, USA, Claudio Saavedra obtained his Ph.D. from Dartmouth College, USA. He later pursued post-doctoral work at Université de Genève in Switzerland.

Bibliographic information

  • Book Title The Marketing Challenge for Industrial Companies
  • Book Subtitle Advanced Concepts and Practices
  • Authors Claudio A. Saavedra
  • Series Title Management for Professionals
  • Series Abbreviated Title Management for Professionals
  • DOI
  • Copyright Information Springer International Publishing Switzerland 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-319-30609-4
  • Softcover ISBN 978-3-319-80849-9
  • eBook ISBN 978-3-319-30610-0
  • Series ISSN 2192-8096
  • Series E-ISSN 2192-810X
  • Edition Number 1
  • Number of Pages XXV, 423
  • Number of Illustrations 150 b/w illustrations, 40 illustrations in colour
  • Topics Marketing
    Innovation/Technology Management
    Business Strategy/Leadership
  • Buy this book on publisher's site