Using PCs to automate and innovate marketing activities

Article Abstract:

Many companies have begun to use personal computers to automate existing sales and marketing tasks, but is this enough? The real opportunity lies in using PCs to innovate. Innovation is taking advantage of inexpensive computing power to introduce new business techniques. This article describes opportunities for using personal computers to increase sales and marketing productivity in capital equipment companies. Examples are given to show how companies can use PCs to both automate and innovate in the areas of communications, document handling and processing, product and market analysis, and product sales management. With the low cost of technology, every capital equipment company has the opportunity to gain a competitive advantage by going beyond automation to innovation. (Reprinted by permission of the publisher.)

Usage, Business, Innovations, Microcomputers, Equipment and supplies, Marketing

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Marketing doesn't make credit decisions

Article Abstract:

Most industrial executives cite increased sales as a reason for offering trade credit. And yet, it appears that few sales and/or marketing executives have put any input into credit decisions. Samples from large and small firms indicate that credit management is achieving more autonomy and moving up in the corporate hierarchy. However, marketing is not involved in the vast majority of credit decisions. (Reprinted by permission of the publisher.)

Research, Credit management, Marketing executives

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