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Conservation and the industrial customer
Author(s) -
Ploeser Jane H.
Publication year - 1996
Publication title -
journal ‐ american water works association
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.466
H-Index - 74
eISSN - 1551-8833
pISSN - 0003-150X
DOI - 10.1002/j.1551-8833.1996.tb06485.x
Subject(s) - marketing , business , industrial marketing , investment (military) , customer retention , relationship marketing , industrial organization , marketing management , service quality , law , service (business) , politics , political science
Marketing conservation to industrial customers requires a different approach. Obvious differences between nonresidential and residential water customer markets call for a different marketing program for industrial, commercial, and institutional sectors. Although basic marketing tenets must be adhered to, the strategies are more complex, the communications are more vertical, and the message focuses more on costs and return on investment than on ethical or environmental sensibilities.