The M-Word: What is This Stuff Called Industrial Marketing?
Thu, 07/12/2012 - 4:57pm Mike Collins, Author, Saving American
Manufacturing  This article first appeared in IMPO's July 2012
issue.   The definitions and interpretations of marketing are
all over the map, and many people have different ideas as to
what industrial marketing really is. Here are a few examples of
some of the things I've heard out in the marketplace:    • When
asked why he didn’t teach industrial marketing as part of an MBA
program, a professor told me that all of the principles of
consumer marketing could be used for industrial products.   • An
executive vice president of a mid-sized contract manufacturing
company said, “None of us were ever trained in this marketing
and competitor intelligence stuff. It is not what has made us
successful in the past, so why do we have to do it now?”   • A
president of a mid-size, multi-division manufacturing company
told me, “I think we have a good marketing program. We analyze
our internal financial