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Implication of Predictive Maintenance for Industrial Marketing: A Case Study From the Air Compressor Industry
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Author(s): Subhasis Ray (Xavier Institute of Management, India)
Copyright: 2021
Pages: 13
Source title:
Innovations in the Industrial Internet of Things (IIoT) and Smart Factory
Source Author(s)/Editor(s): Sam Goundar (British University Vietnam, Vietnam), J. Avanija (Sree Vidyanikethan Engineering College, India), Gurram Sunitha (Sree Vidyanikethan Engineering College, India), K. Reddy Madhavi (Sree Vidyanikethan Engineering College, India)and S. Bharath Bhushan (Sree Vidyanikethan Engineering College, Tirupati, India)
DOI: 10.4018/978-1-7998-3375-8.ch016
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Abstract
This chapter discusses the implication of predictive maintenance (PM) for industrial marketing companies. Using an illustrative case study from the Indian industrial air compressor market, it shows that predictive maintenance solutions will change the way of conventional sales and marketing. Sellers need to focus on early innovation adopters among its customers. They also need to engage with existing customers early on in the purchase process and highlight how PM can reduce the total cost of ownership. PM can be sold effectively to different types of customers- transactional, value-oriented, and collaborative. Industrial marketers have to position the solution appropriately to gain competitive advantage.
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