Nuts, Bolts and Magnetrons: A Practical Guide for Industrial Marketers

Industrial or business to business marketing places very different demands on the marketing function to those traditionally seen in consumer marketing. A key problem is that managers in the business-to-business field often possess strong technical and professional skills, but have only a weak understanding of formal marketing concepts and how to make them work to gain business benefits. This industrial marketing handbook provides information and guidance not only on how to be functionally efficient but also on how to manage relationships within and outside the firm. It raises marketing from a functional activity which resources the sales and customer base to one which is itself a strategic resource for the business. Rich in tools, analysis and case studies, it also includes a wide range of pro-forma resources.