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Industrial Marketing with a Flair
A case history illustrates how a supplier cut into the sales of his competitors' identical products by devising a new promotional strategy. Advertising expenditures should be directed toward helping the customer to sell his end products. Successful implementation requires: selection of the right product, product manager, and customer; careful marketing research; and an adequate budget based on new account and volume goals. By spending time and money to help customers sell finished products, managers effectively market even the most prosaic industrial commodities.