I found a book titled “Modern Industrial Marketing” on Amazon. Published in 1972. Price: 14 cents. Clearly not in very high demand. I bought a copy.
After skimming it, here’s what has changed in 40 years of industrial marketing:
Then: “We have a factory. We make widgets. Let’s work hard at marketing the widgets we’ve chosen to make.”
Now: “We have a factory (or can find one). Let’s only sell widgets that we know customers want and find ways to get smarter about the type of widgets we sell.”
Technology continues to compress the time and effort needed to get smarter about what we sell today and should sell tomorrow. Use the web, mobile tools, CRM, big data and the resulting business intelligence to develop only the widgets that customers want. Widgets that don’t harness these insights are destined to sit on a shelf and sell for less. Like for 40 years and 14 cents.