By Bob Stone
ISBN-10: 0844236659
ISBN-13: 9780844236650
Development a winning direct advertising company takes greater than success and creativity - it calls for the kind of perception and management abilities that could purely be discovered via many years of real-world event. the following, in one quantity, you've got at your fingertips the knowledge of the world's best direct advertising businesses. Their tales will do greater than tell less-seasoned direct advertising execs - they'll motivate you to steer your organization to remarkable progress - and gains.
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Sample text
Similarly, I pushed decision-making responsibility down to the lowest level where people had the necessary information to make decisions. My feeling was that everything happens at the manager level; managers and the people who work for them are the ones who get things done. It would be useless to have a grand dream at the top of the organization and be unable to translate that dream into appropriate tactics. Though the term was not widely used back then, we were empowering our employees. For instance, Spiegel's planning meetings for the catalog used to consist only of vice presidents and managers.
Quantity, not quality, is the objective during the brainstorming session. This may sound contradictory, but it's not. Remember, every member of the group has been briefed on the problem in advance. You have a carefully planned agenda of material to cover. Consequently, your group's thinking is well directed toward the problem. " 4. Build up each idea. Here's where most brainstorming sessions fail. They just collect ideas as fast as they come and let it go at that. The leader should carefully slow the group down so they stop with each idea and help build it up.
Too many good ideas get bogged down in financial priorities and strategic time frames. When the focus shifts from the core concept to return-on-investment and meeting quarterly goals, the concept is in trouble. I wanted to keep things flexible and flowing, to get people involved and excited. A dream would meet those objectives far better than a by-the-book strategy. Page 14 All this is not to say that we dispensed with budgets and time frames. I promised our owners I wouldn't ask for a major cash infusion or make out-of-the-ordinary expenditures.
Direct marketing success stories-- and the strategies that built the businesses by Bob Stone
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