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Focuses on how to overcome the challenges of establishing the value of lubricant technology and how to market it effectively. Factors that provide opportunity for oil marketers to increase their perceived value of lubricants; Approach to appreciating fully the value of lubricant technology; Process of product differentiation and value creation; Significance of market segmentation; Steps to formal marketing communications.

Outlines the challenges facing the lubrication industry. Overview of the process of bringing the lubricant technology in the customer value chain; Role of distributors in maintaining and creating the value of a lubricant brand in the market; Difficulties encountered by lubricant marketers; Advice for independent lubrication marketer or distributor.