Elmer C. Meider, president of Highlights for Children, Inc., had just completed a lengthy meeting involving several of his managers. Each manager had been assigned the task of preparing recommendations that would allow Highlights for Children to more effectively utilize the three marketing channels currently being used. Meider felt that the company had not been taking full advantage of the capabilities of direct mail, telemarketing, and direct sales in terms of prospecting, lead distribution, current and new product sales, and overall profitability. Moreover, Meider contends that Highlights for Children needs to capitalize on the continuity of direct mail, the rapid follow-up possible via telemarketing, and the value of face-to-face customer contact available through direct sales.

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