1995 | OriginalPaper | Chapter
Marketing Capital Goods
Authors : Mike Meldrum, Malcolm McDonald
Published in: Key Marketing Concepts
Publisher: Macmillan Education UK
Included in: Professional Book Archive
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As with any product-based approach to marketing, the marketing of capital goods presents suppliers with some special concerns. These are generated by the nature of the products and the circumstances under which they are bought and sold. Capital goods can be pieces of plant and equipment, such as large machines, boilers or storage facilities, or complete systems such as refineries, telecommunications networks or civil engineering projects.