ABSTRACT
Markets need leading. A good leader, not necessarily a giant company, can create stable conditions. The problem is that many market leaders lead badly. The marketing man with vision would see little difference between the principles of marketing consumer products against the principles of marketing industrial products. In the industrial world power is vested in the hands of a small number of buyers as against the consumer world which relies upon thousands, perhaps millions of individual purchases. The source of demand for an industrial product may be very far removed from the product being sold. Marketing practice varies according to the nature of the markets. Some markets are crowded with thousands of suppliers each hiving off a small sector and jealously guarding its rights to that territory. Nielsen proved that a new product entering such a market carefully, one offering a distinctive attraction to a section of the buyers in the market, could sell well and make profits.
