Listening to Customers Explores the use of focus groups to get customer feedback for marketing purposes. An automobile sales manager and a sales consultant discuss how customer expectations are identified and satisfied. Marketing Power Demonstrates how a public library can provide available and affordable marketing research. Three marketing researchers describe their services and how to use them most cost effectively. More Than a Good Idea Describes how both large and small companies develop and manage their products.
Entrepreneurs compare philosophies of product development and maintenance.
The Supplier to Customer Connection Looks at how a major electrical and consumer equipment manufacturer distributes its products. A district manager of a major retail outlet discusses the supplier-customer relationship. Two manufacturing executives discuss how distribution realizes marketing and strategic goals. Maximizing Promotion Dollars Explores the promotional strategies available to a hospital and its advertising agency. Hospital executives discuss budgets, coordination, and advertising strategies.