Chapter Overview
Defining how your company fits into the industry landscape is a crucial step in developing effective marketing communications. Equally important is knowing your customer’s place in that industry structure. As we will see, the same product may have different benefits to individual customers.
Industry Structure
You would think that most companies know what industry they’re selling into. And, of course, most do, especially if they’re selling to consumers.
Except that some companies sell into more than one industry. In fact, some have dozens, if not hundreds, of industrial applications. And some, because they sell through distribution, don’t really know exactly where or even how their products are used. As a ...
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