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Moving from Sales to Marketing

In: From Coal to Biotech

Author

Listed:
  • Jean-Pierre Jeannet
  • Hein Schreuder

Abstract

DSM’s initial chemical products were largely of a commodity nature, like fertilizers. The company sold these products via joint sales offices, together with other Dutch producers. Often such joint sales offices operated as a cartel, which was an established practice in many industries. The Netherlands even had an official Cartel Register. Only when DSM moved into the production of polymers, which were then more differentiated products did the need for marketing arise in the 1970s. In the late 1980s the marketing function felt that further professionalization was called for. This led to the marketing initiative and the search for faculty which could provide the necessary impetus for this program.

Suggested Citation

  • Jean-Pierre Jeannet & Hein Schreuder, 2015. "Moving from Sales to Marketing," Springer Books, in: From Coal to Biotech, edition 127, chapter 3, pages 59-66, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-46299-7_3
    DOI: 10.1007/978-3-662-46299-7_3
    as

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