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By Frank V. Cespedes

This article demonstrates why present day aggressive atmosphere calls for a brand new method of advertising, during which revenues tackle elevated strategic value. It indicates businesses the right way to realign a variety of inner buildings, and provides new rules at the nature of marketing.

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Extra resources for Concurrent marketing: integrating product, sales, and service

Example text

As Exhibit I-1 indicates, appropriate linkages among these groups constitute basic building blocks in marketing efforts, and the nature of the required linkages is changing because of the forces that influence the account management tasks facing field sales and service personnel. The third reason for the attention given to field selling activities is that market changes are altering sales management requirements, on the one hand, and organizational requirements in areas beyond sales and marketing, on the other.

But, as this book indicates, coordination comes at a cost, and different approaches are implicitly choices about the kinds of ongoing marketing issues a firm must monitor and manage. Further, the examples discussed here indicate that, while companies indeed face new cross-functional requirements in marketing, there is also a continuing need to develop and update specialized expertise in different aspects of customer contact activities. Such expertise is important for achieving scale and scope economies and in-depth knowledge of customers.

Their installed base of customers typically resides in the shrinking middle market of traditional general-purpose products and services. During the past decade, we have already seen two prominent casualties of this dynamic in commercial and consumer markets: IBM and Sears. During the 1980s, both firmsconventionally acknowledged as ''owners" of their middle market customerswere besieged by more and more specialized competitors whose marketing systems were geared to better customization of certain types of apparel, consumer durables, or information products and services.

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