By David Ogilvy
ISBN-10: 0804170053
ISBN-13: 9780804170055
A candid and vital primer on all facets of advertisements from the fellow Time has referred to as "the such a lot wanted wizard within the business".
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Sample text
Be more connected to the rest of the company. 3. Continue to fulfill all its traditional roles, only more efficiently. Competitive and profitable selling demands that everyone in the organization be working at peak efficiency, peak effectiveness, and peak commitment. The seller must look outward to the market, but also inward into its own networks, conventions, capabilities, and resources. The articles in this volume provide a practical and conceptual framework for addressing these issues. We have ar- Page xv ranged the articles to highlight six principal themes in the customer acquisition process.
Let us look first at these five evolving options individually and then at the opportunities they offer when combined with the traditional methods. National Account Management A few large accounts comprise a disproportionately large percentage of almost any company's sales (industrial as well as consumer goods and services). National account management can often be applied: (a) if these large accounts are geographically or organizationally dispersed, (b) if the selling company has many interactions with the buying company's operating units, and (c) if the product and selling process are complex.
But often the most sensitive matter is how to organize. Some companies organize their national account managers with line authority over a large, dispersed sales and support team. Some go so far as to create separate manufacturing operations for each account, and the account team becomes a profit center. Other companies prefer to view the national account managers as coordinators of salespeople who report to different profit centers or divisions. There is a myriad of choices between these two extremes.
Ogilvy on Advertising by David Ogilvy
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