The Marketing Challenge for Industrial Companies

1. The Fight Against Corporate Autism in Industrial Companies
Claudio A. Saavedra

2. Misinterpreting Customer Orientation
Claudio A. Saavedra

3. A Conceptual Framework for Understanding Technical Products
Claudio A. Saavedra

4. Exploring Industrial Markets
Claudio A. Saavedra

5. Industrial Market Segmentation
Claudio A. Saavedra

6. Industrial Product Design and Development
Claudio A. Saavedra

7. Organizing an Industrial Company’s Marketing and Sales Department
Claudio A. Saavedra

8. The Industrial Sales Force
Claudio A. Saavedra

9. The Distribution of Technical Products
Claudio A. Saavedra

10. Industrial Branding
Claudio A. Saavedra

11. Pricing Technical Products
Claudio A. Saavedra

12. Introducing New Technical Products into the Market
Claudio A. Saavedra

Keywords: Business and Management, Marketing, Innovation/Technology Management, Business Strategy/Leadership