Service as a marketing strategy: a case study at Reliance Electric
Article Abstract:
Faced with diminishing returns on resources applied to gain significant advantages in technology, cost, promotion, or sales channels in today's crowded industrial markets, industrial marketers may find the best returns on resources applied to gaining an edge in service to forge ahead of the competition. The value of a service strategy lies in its implementation. This implementation requires defining service and defining a way to control it. Service can be affected by almost anyone in the organization. Managing all the possible 'moments of truth' is required for controlling service quality. This requires a commitment from top management and an internal marketing program. The objective of the internal marketing program is to focus all of the organization on the same goal. The organization's structure and technology also play a role in the implementation of the service strategy. The case study of an industrial company, which successfully used 'offering the best service in the market' as its marketing strategy to significantly increase its market share and profitability, is used to illustrate the concepts developed in the paper. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1990
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How to develop a database for sales leads
Article Abstract:
This paper discusses the entire process of developing a database for generating sales leads. The process involves some very specific steps - determining the proper market, finding a source of data, selecting appropriate software and hardware, and installing the system. Companies that are using computer systems will be highlighted. Problems that have been encountered by various organizations will also be discussed. The authors suggest some solutions to some of the potential problems. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1990
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Why major account selling works
Article Abstract:
One strategy used by industrial marketers is national or major account marketing, where the most important customers are provided with special treatment in marketing, administration and service. National account marketing can overcome many obstacles that a sales representative may encounter, such as the 'gatekeeper buyer' or too many accounts to allow time to penetrate an account. Two major benefits of national account marketing are better communication between buyer and seller, and the strengthening of relationships.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1986
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