Lubricant Marketing, Selling, and Key Account Management

ISBN-13: 9781032331461 / Angielski / Twarda / 2022 / 416 str.

R. David Whitby

Opis

This book fills a need for a guide on the important commercial aspects of the lubricants business, offering valuable insights from an industry veteran. It answers questions and offers insights on how to effectively market and sell all types of lubricants, including automotive, industrial, mining, marine, agricultural, and aerospace, among others.

Spis treści

1. Introduction. 2. Fundamentals of Marketing and Selling. 3. Lubricant Marketing and Sales Channels. 4. Understanding Markets: Market Research. 5. Forecasting Lubricant Demand. 6. Retail Lubricants: Consumer Buying Behaviour. 7. Industrial Lubricants: Company Buying Behaviour. 8. Use of PR and Advertising Agencies for Effective Marketing. 9. Lubricant Market Communications. 10. Detailed Market Segmentation Methods. 11. Influence of Automotive Lubricant Packaging on Sales. 12. Marketing Inputs to New Lubricant Development. 13. Customer Support Services as a Marketing Aid for Lubricants. 14. Devising Lubricant Marketing and Selling Strategies. 15. Organisation for Effective Marketing and Selling. 16. Lubricant Pricing Policies. 17. Key Account Management. 18. Supply Chain Management. 19. Practical Sales Tactics for Lubricants. 20. “One-Stop-Shop” Solutions for Marketing Lubricants.