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Подходи за пазарно развитие на фирми, действащи на индустриални пазари
Market development approaches for companies active in industrial market

Author(s): Veryana Todorova Boeva
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Нов български университет
Keywords: Industrial marketing; Industrial markets
Summary/Abstract: It is known that buyers of industrial products are larger and much less buyers of consumer products. In some cases, even one or two major customers form the bulk of the sales of a manufacturer that supplies components for their production. This stakes the supplier at risk in the event of withdrawal or conversion of one of these large customers.On the other hand, the demand for the industrial market is secondary, i.e. the development and diversification of the company‘s production is determined by the development and market success of the firm – industrial buyer. This paper outlines some of the possible approaches for companies – industrial suppliers to reduce or offset these risks.