It helps, of course, to hire the right people in the first place. Perhaps one of the best short lines for employee empower- ment is the South Carolina Central, a RailTex unit run by Bill Strawn. Depending on your personal style and your organizational culture, you may want to structure a formal program, with bench- marks, objectives, incentives, and slogans. Or, you may imple- ment an informal program in increments. Recognize and reward their contributions to your marketing effort-and make sure their coworkers know it.
Marketing is too important to be left to marketing people.
We are all marketers. And it shows.