Promontory, Inc. is a small, privately-owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago with the intention of pursuing a high-quality/high-price strategy, the CEO is seeking methods of increasing sales revenues and profitability. He is considering whether and how to increase the size of the sales force, redirect, or redeploy the company's current sales efforts, utilize alternative marketing vehicles, and maximize sales potential. To attain this goal, the firm has bought some customization equipment and attempted to find niches in which it can succeed, by doing the work usually done by suppliers and manufacturers. The case raises numerous general marketing and sales management issues and provides a profile of various approaches to personal selling. At its heart is the appropriate marketing organization for this company's strategy, and especially, the details of execution in the field. These multipronged challenges make the case suitable for courses in Entrepreneurship, Marketing, Sales, Small Business Management, General Management, and Strategy.

【書誌情報】

ページ数：13ページ

サイズ：A4

商品番号：HBSP-917535

発行日：2017/5/18

登録日：2017/6/5