The technological aspects of the coatings industry are undergoing marked changes as has been emphasised in an earlier part of this review. Technological change demands that marketing keep pace. Accordingly, the marketing techniques of a decade ago for most companies are probably in serious need of modification. As technology becomes more sophisticated, it is necessary for the marketer to gain a greater and greater understanding of the technology with which he is dealing. In an industry in which technology is changing, it is important to know and to be able to document the advantages pro and con of a variety of systems.
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