Published by:
Harvard Business Publishing
Length: 8 pages
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Abstract
Cost pressures and the need for increased flexibility in marketing programs give rise to new communications approaches that include national account management, demonstration centers, telemarketing, and improved forms of catalog selling. The four major steps for developing an effective program include careful analysis of communications costs, precise specification of communications needs, formulation of a creative and coherent program, and meticulous monitoring of the total system.
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Abstract
Cost pressures and the need for increased flexibility in marketing programs give rise to new communications approaches that include national account management, demonstration centers, telemarketing, and improved forms of catalog selling. The four major steps for developing an effective program include careful analysis of communications costs, precise specification of communications needs, formulation of a creative and coherent program, and meticulous monitoring of the total system.