By Bob Stone
Construction a profitable direct advertising company takes greater than good fortune and creativity - it calls for the kind of perception and management talents which may in basic terms be realized via many years of real-world adventure. right here, in one quantity, you have got at your fingertips the knowledge of the world's best direct advertising businesses. Their tales will do greater than tell less-seasoned direct advertising pros - they're going to encourage you to steer your organization to extraordinary progress - and gains.
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Additional resources for Direct marketing success stories-- and the strategies that built the businesses
Title : Direct Marketing Success Stories-- and the Strategies That Built the Businesses author : Stone, Bob. publisher : NTC Contemporary isbn10 | asin : 0844236659 print isbn13 : 9780844236650 ebook isbn13 : 9780071397070 language : English subject Direct marketing, Success in business. 8/4 subject : Direct marketing, Success in business. and the strategies that built the businesses / Bob Stone. cm. Title. A. ©1995 by NTC Publishing Group. All fights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of NTC Publishing Group.
Of the falling giants in that industryMontgomery Ward, Sears, and SpiegelSpiegel was by far the weakest. There was no doubt in hardly anyone's mind that the company was history. But then Henry Johnson stepped in. He had a dream, a vision, a determination that turned a terminally ill patient into a new person who was vibrant, healthy, and profitable.
I talked to them about how women were searching for a better way to shop, better quality goods, and identifiable brands. I explained how if we could provide those things and make it easier and faster to buy, we'd corner that market. Our goal, I preached, Was to Create a beautiful department store in print. Typically, when new CEOs talk to employees about major change, people are terrified about not fitting in or even losing their jobs. But father than scare people into changing, I insisted that not only would the changes be good for them, but that the coming years would be the most exciting time in their work lives.