Case in Point: Randy

Randy was one of two marketing directors employed by a direct marketing consulting firm. For two years he and a second marketing director had worked together under the guidance of their general manager to launch the company's first successful online marketing function. The new function provided a number of specialized services to mid- to small-size companies, including data-mining and analytics, creating or redesigning clients' websites, building microsites to support special client marketing campaigns, designing online newsletters, and conducting targeted email campaigns.

Randy had identified his manager's current job, the GM position, as his desired career target. He intended to make certain that if this position were to ...

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