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Vignette: The Marketing Event

Jane came in tears into my office.

“Why did you cancel the annual education show?” she asked. She has just learned that I canceled this yearly tradition. No more shows.

I acquired the fledgling technical training company a few weeks before. It was facing bankruptcy. I started by realigning the expenses and streamlining its operations. Sales were mostly based on government contracts, and she was my best salesperson. The ownership change had an adverse effect on her because she was very fond of the retiring previous owner. She was also very protective of her customer base.

I believed, after carefully reviewing the company’s books and modus operandi, that I could salvage the company by implementing ...

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