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Extra resources for The Dartnell sales promotion handbook

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As a consultant, Dr. George includes among his clients AT&T, Campbell Soup, Commonwealth of Pennsylvania, SmithKline-Beecham, Island Marine, Wyeth-Ayerst, Herr Foods and Tastykake. ), he has taught at the University of Florida; University of London, England; and University College Cork, Ireland. Dr. George has published research on the subjects of marketing strategy, consumer behavior, technological innovations in marketing and business ethics. Articles emanating from his research have appeared in the Journal of Consumer Marketing, Journal of Food Products Marketing, Marketing News and Journal of Business Ethics.

Similarly, marketing isn't selling, but selling is an important part of marketing. Since marketing is an approach to doing business, all aspects of the firm must be directed toward satisfying the customer. Marketing is what a firm does, not simply what a department does. Marketing is a firm organizing itself to satisfy the customeras opposed to establishing policies and programs for the convenience of the firm. A customer-driven firm is one in which the finance department sends invoices at times when it is convenient for the customer, the distribution department delivers the product when the customer can best accept it, and the customer service department communicates to a dissatisfied consumer that it is the company'sand not the consumer's or customer'sproblem.

What is likely to happen next? " In fact, we believe the next step will be a system of business that brings companies closer to consumers. This might be called one-to-one marketing. In traditional mass marketing, the company tries to find as many consumers as it can for its limited range of products. In one-to-one marketing, the company tries to find a consumer and sell that person a wide range of products. The catalog companies are good examples of one-to-one marketing. Lands' End uses a general clothes catalog to gain initial contact with a customer, and then provides specialized catalogs, such as a sporting clothes catalog, to gain additional sales.

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The Dartnell sales promotion handbook by John Cameron; Riso, Ovid Aspley


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