MARKETING AS A VALUE CREATING INSTRUMENT IN INDUSTRIAL COMPANIES

Abstract

The role and value of Marketing have traditionally been misunderstood and downplayed by most industrial company managers. The way in which this classic key area of Business Administration has usually been viewed by by managers has been distorted by a number of stereotypes, such as being a minor management function or much the same as advertising or public relations. In this article, apart from showing why they are actually stereotypes with no foundation whatsoever, the authors try to explain three basic questions: the high potential of Marketing as a value creating instrument for an industrial company, the likely reasons for this role still being so underdeveloped, and the outstanding professional contribution which Industrial Engineers can make in this respect. Key words: Industrial Marketing, B2B Marketing.