MAKING THE TRANSITION FROM CONSUMER TO INDUSTRIAL MARKETING.

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MAKING THE TRANSITION FROM CONSUMER TO INDUSTRIAL MARKETING.

12395. MAKING THE TRANSITION FROM CONSUMER TO INDUSTRIAL MARKETING. Taking the perspective of a marketing manager for a company producing industrial goods, this paper presents an informational orientation to a recently hired new product manager who has formerly worked for a consumer goods company. The analysis explains and discusses the key factors which the new manager will find different working in industrial marketing versus consumer goods marketing. A concluding section discusses recent important trends in industrial marketing management., including the shift from a transaction-oriented philosophy to a relational-oriented philosophy, and the growing influence of the Internet on industrial marketing. 9p., 28f., 15b.

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