This paper discusses some of the many problems in developing marketing programs for small wood products manufacturers. It examines the problems of using price as a dominant means for getting and attracting customers. The marketing of hardwood lumber to furniture producers is then used as an example. Data from 36 furniture lumber buyers is presented to illustrate various product and service attributes of hardwood lumber which can be emphasized other than low price.
Sinclair, Steven A.; Bush, Robert J.; Araman, Philip A. 1989. Marketing Hardwoods to Furniture Producers. Proceedings, 17th Annual Hardwood Symposium, Hardwood Research Council. pp. 113-119.