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Technische Produkte werden immer austauschbarer. Differenzierung im Umfeld der Produktanwendung ist gefragt. Die Qualitt der Leistung nach dem Verkauf von Investitionsgtern wird auch im Maschinenbau, noch strker als bisher, zum Primrkriterium fr Marktanteile, Kundenbindung und zur Generierung zustzlicher Geschftsmglichkeiten. Der Autor, ein erfahrener Industriepraktiker, beschreibt eine konsequente Anwendung des Marketinggedankens auf Planung und Umsetzung von Zielen und Strategien im Service von Investitionsgtern des Maschinenbaus. Es zeigt neben der theoretischen Betrachtung der Wirkzusammenhnge die praktische Umsetzung anhand konkreter Beispiele aus der Industrie.
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