Marketing is concerned with matching company capabilities to customer requirements. A production-orientated company that considers that its sales personnel are employed just to sell what its engineers decide to design and manufacture is unlikely to succeed. In the past, many producers of industrial goods have lagged behind those in the consumer market in their sensitivity to customer needs.
Unable to display preview. Download preview PDF.
- Berridge, A.E., Product Innovation and Development (Business Books, London, 1977).Google Scholar
- Blakstad, M., The Risk Business, Industry and the Designer (Design Council, London, 1979).Google Scholar
- Branch, A.E., The Elements of Export Practice (Chapman & Hall, London, 1979).Google Scholar
- Broadbent, S., Spending Advertising Money (Business Books, London, 1979).Google Scholar
- Carson, J.W. and Rickards, T., Industrial Product Development (The Gower Press, Farnborough, 1979).Google Scholar
- Chisnell, P.M., Effective Industrial Marketing (Longmans, Harlow, 1977).Google Scholar
- Chisnell, P.M., Marketing Research (McGraw-Hill (UK), Maidenhead, 1981).Google Scholar
- Roberts, J.C.H., Value Analysis, ABC of — (Modern Management Techniques, Southport, 1967).Google Scholar