Description
Taylor and Francis Ltd Lubricant Marketing, Selling, and Key Account Management 1st Edition 2022 Hardbound by Whitby, R. David
The global lubricants market exceeds $110 billion, with strong future-estimated annual growth projections. While much has been written about the technical aspects of lubricant development, Lubricant Marketing, Selling, and Key Account Management fills a need for a comprehensive guide on the important commercial aspects of the business, offering unique and valuable insights from a veteran of the industry. 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. Covers how and why people and companies buy lubricants. Instructs readers how to research and analyze markets and use the results to plan marketing and sales campaigns and activities. Details how to identify specific target market segments and sell to key lubricant accounts. Discusses how to forecast future demand for lubricants in all types of global markets. This practical book is written for technical and non-technical readers involved in the sale and management of lubricant products and offers hands-on guidance for how to successfully navigate and grow your profitability in this vitally important product sector. 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.