The role of marketing in the development of a new project will be affected by political, commercial and technical pressures. Marketing success will be determined by the ability to predict and react to tomorrow's environment. In the Australian coal industry there is an emerging transition from production to marketing orientation. As a result, greater technical awareness of customer needs will be required._x000D_
In particular, the industrial product nature of coal markets will need to be recognised._x000D_
Greater attention will also need to be paid to product options and quality in mine planning. Marketing personnel will become more involved at every phase of the development of a new mine.