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.
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Covers how and why people and companies buy lubricants
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Instructs readers how to research and analyze markets and use the results to plan marketing and sales campaigns and activities
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Details how to identify specific target market segments and sell to key lubricant accounts
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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.
Preface
Chapter 1 : Introduction
Chapter 2 : Fundamentals of Marketing and Selling
Chapter 3 : Lubricant Marketing and Sales Channels
Chapter 4 : Understanding Markets: Market Research
Chapter 5 : Forecasting Lubricant Demand
Chapter 6 : Retail Lubricants: Consumer Buying Behaviour
Chapter 7 : Industrial Lubricants: Company Buying Behaviour
Chapter 8 : Use of PR and Advertising Agencies for Effective Marketing
Chapter 9 : Lubricant Market Communications
Chapter 10 : Detailed Market Segmentation Methods
Chapter 11 : Influence of Automotive Lubricant Packaging on Sales
Chapter 12 : Marketing Inputs to New Lubricant Development
Chapter 13 : Customer Support Services as a Marketing Aid for Lubricants
Chapter 14 : Devising Lubricant Marketing and Selling Strategies
Chapter 15 : Organisation for Effective Marketing and Selling
Chapter 16 : Lubricant Pricing Policies
Chapter 17 : Key Account Management
Chapter 18 : Supply Chain Management
Chapter 19 : Practical Sales Tactics for Lubricants
Chapter 20 : “One-Stop-Shop” Solutions for Marketing Lubricants
Index
