Without a strong belief in market-driven excellence, most companies can-
not survive and grow. The process of helping organizations to operationnlize and
sustain this belief is a challenge -- and an important opportunity. It is part of
what makes being involved in sales and marketing an exciting and fulfilling
adventure.
Here are some things I hope can be useful to others who are concerned about
excellence in marketing:
~ The days of Willy Loman are long gone. It is no longerpossible
to sell a product strictlyon its merits.
~ A customer~driven atmosphere is essential to long-term growth.
All members of an organization -- not just the sales represen-
tatives -- should be sensitive and responsive to customers and
in tune with the marketplace.
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