Industrial or business-to-business marketing places very specific demands on those responsible for it. Yet all too often the strengths of these managers are technical, founded on expertise and product knowledge. There is seldom any formal understanding of marketing principles and the business benefits they can bring. In such conditions perspectives are narrowed, opportunities are missed, and marketing remains a functional support activity rather than a strategic resource. Building on a basis of recent Cranfield research and their own extensive work with experienced practising managers, Paul Millier and Roger Palmer have devised the perfect solution. A complete reference and toolkit for managers in the field, Nuts, Bolts and Magnetrons showcases a wealth of examples from European industry, and provides the information and guidance industrial marketers need to develop and prosper.
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