Limestone Marketing In A Changing Economy - The Economic Realities

While on the surface limestone marketing may appear mundane, it has continued to provide a series of challenges beyond the realm normally envisioned with this industry. This paper presents a case history of a mature and well-established quarry company that has attempted to keep pace with an ever-changing economy. It examines the impact of socio- economic and technological factors on the company's marketing efforts, and looks at the role of both short and long range planning. The realities which have had to be faced and how product requirements have been kept in balance with production restrictions are also discussed.