Chapter 11

In-house activity in support of implementation

If the premise of this book is accepted – that the customer is the start point on which everything depends to operate a successful business – then there is in-house activity that should be considered by the board of directors or the owner that will impinge on the running of marketing, including sales, and marketing communications – and, in particular promotions, and promotional offers.

First, the structure and organisation of the business needs to truly serve and match the customer need (this may need to be geographically based with delegation of responsibility) and have a customer focus (not just lip service) in all operations; the resources (funding and providing staff – carefully selected ...

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