The Marketing Challenge for Industrial Companies Advanced Concepts a
This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. It identifies important distinctions in terms of product functionality, market research concepts and
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Claudio A. Saavedra
The Marketing Challenge for Industrial Companies Advanced Concepts and Practices
Management for Professionals
More information about this series at http://www.springer.com/series/10101
Claudio A. Saavedra
The Marketing Challenge for Industrial Companies Advanced Concepts and Practices
Claudio A. Saavedra NORDAKADEMIE Graduate School Hamburg, Germany
ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-3-319-30609-4 ISBN 978-3-319-30610-0 (eBook) DOI 10.1007/978-3-319-30610-0 Library of Congress Control Number: 2016933869 © Springer International Publishing Switzerland 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG Switzerland
Preface (Mandatory Reading)
At some point in the history of business, manufacturers came down with the same illness that afflicts merchants: they were taught to believe that the purpose of what they were doing was to make money. Merchants, like banks, buy cheap in order to sell high. For merchants, this is done through goods, while banks go through this same process using money. No doubt, both of these figures are central to the world as we know it today. The manufacturer, however, brings something into the world that doesn’t previously exist. At some point in their creative and vocational process, manufacturers have to be passionate about something that isn’t money. New products are created precisely because they have to be; they’re created in order to become a part of something larger, something that ultimately improves other people’s lives and makes the designer proud. There is an element of artistry involved in this process. One of the twentieth century’s greatest thinkers on the subject of management, Peter Drucker, was firmly opposed to Milton Friedman’s ideas of economy and business. Friedman argued that, “a business has a sole responsibility: e
