Abstract
Adoption of the marketing concept has not come easily in industrial markets. Sales efforts 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.
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© 2015 Academy of Marketing Science
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Considine, J.J., Elmer, W.J. (2015). Penetrating the Industrial Market: A Case Study. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_82
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DOI: https://doi.org/10.1007/978-3-319-17052-7_82
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17051-0
Online ISBN: 978-3-319-17052-7
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