BIOCIDES MARKETING, THE INTERFACE BETWEEN RESEARCH AND THE USER

The paper studies the premise that in any technological industry, such as the biocides industry, the marketing function forms the essential bridge between the needs of the customers and the technological abilities of the manufacturers' research, development and production units, and thus also satisfies the needs of the body corporate by creating conditions of growth and profit generation. The needs of these three sectors - the body corporate, the research and development/production and the customers - are examined, so that the essential role of the marketing function can be observed in detail. An existing biocide marketing team is used as an example to give practical illustration to the theoretical considerations. © 1990.