 Marketing OrganisationHamish E. Macarthur and Merlin Stone Chapter Chapter 14 in How to Market Computers and Information Technology, 1994, pp 261-279 from Palgrave Macmillan Abstract: Abstract Reorganisation has the familiarity of a bad joke in computer marketing. Classic quotations on the falseness of reorganisation as a solution to problems adorn the walls of marketing and sales people. When they come to be managers, they seem unable to resist the temptation. Frequent reorganisation is counterproductive. It devalues experience, and often breaks continuity between customer and salesperson, reducing selling effectiveness. In computer markets, the pace of change may seem to force reorganisation, yet this is just the kind of market where continuity pays. Suppliers who are victims of this syndrome should calculate the average continuity of sales interface with the customer: what proportion of customers are dealt with by the same salesman as they were a year ago? When all the reasons for change are added up for attrition, promotion, branch reorganisation, new ground plan, restructuring of the sales force to change specialisms, the figure may be very low. Keywords: Transfer Price; Exchange Rate Change; Market Organisation; Marketing Organisation; Manufacturing Strategy (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-13402-1_14 Ordering information: This item can be ordered from DOI: 10.1007/978-1-349-13402-1_14 Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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