Industrial Marketing

The book "Industrial Marketing" by Arunkumar Palanisamy offers a comprehensive analysis of marketing strategies in the industrial sector, particularly in the context of the Indian market for bitumen. It examines the impact of imports on the sales of Indian Oil bitumen in West Bengal and highlights customer perceptions of imported bitumen. By identifying the reasons for the decline in sales figures, it creates a deeper understanding of market conditions. This work serves not only as a valuable information source for marketing professionals but also as a learning resource for students who wish to engage with the challenges and strategies in industrial marketing. The analysis and the resulting recommendations aim to maximize market shares and strengthen competitiveness.