Abstract
Companies across the world persist in implementing marketing campaigns that are merely window dressing and not linked to bottom line results or driven by strategic objectives. This paper describes the journey taken by a company as it progresses from being an owner-managed wholesaler to a medium-sized enterprise with three business streams. It demonstrates the impact that marketing can have on a business that has existed for 30 years, but that did not consciously use marketing tools or techniques. Aspects of marketing that are covered include research, telemarketing, brand image, collateral development, public relations and customer relationship management. Above all, this paper is about developing and implementing a marketing strategy that is integrated with the sales strategy and the development of the company's most valued asset — its people.
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