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Thursday, December 3rd, 2015
The problem – compounded in business-to-business direct marketing by the high degree of job mobility and the fact that the end users and the buyers are often not the same people – is Judith Kincaid’s to overcome.
Ms. Kincaid is worldwide customer information manager for HP, the Palo Alto, Calif.based computer company that had $38.4 billion in sales last year and that last month announced its goal of jumping from the No. 3 PC maker to No. 1 by the year 2001.
Ms. Kincaid, a 19-year company veteran who oversaw the construction of the company’s U.S. marketing database when she was U.S. database marketing manager from…
Wednesday, December 2nd, 2015
Its engineers couldn’t keep pace with the design requirements of its customers and, as a job shop, it couldn’t exploit any process or cost efficiencies. In fact, customization was putting the Dale, Ind.-based manufacturer out of business.
To turn itself around, Thermwood cloned the advertising techniques of leading PC makers and adopted a radical – for it – marketing approach that flies in the face of what many gurus are preaching today: Thermwood shifted to a standardized product line.
Thermwood’s top-to-bottom marketing overhaul has pulled the company back from the brink after fundamental changes in its business had pushed the company close to extinction.
Custom product, low profit