Open AccessPenetrating The Industrial Market: A Case Study
Author(s) -
John Considine,
Wally J. Elmer
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v5i1.6382
Subject(s) - competitor analysis , marketing , business , resistance (ecology) , product (mathematics) , sales management , marketing strategy , industrial organization , ecology , geometry , mathematics , biology
Adoption of the marketing concept has not come easily in industrial markets. Sales effort 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 firms attempt to thwart such invasion by developing and implementing sound marketing strategy.