How Testimonials Succeed in a Personal Referral Market

Article Abstract:

The use of testimonials by satisfied customers can be a powerful advertising tool. Hospital Corp. of America (HCA), the largest hospital management company in the business has successfully used testimonials as an advertising and marketing tool. HCA's marketing department chooses a particular issue, than discusses the concept with its advertising agency. People who are chosen to give a testimonial are very enthusiastic about the project and HCA. Spokespersons are interviewed by a staff writer to develop the copy. Their phone number is given in the advertisement to insure confidentiality. Management believes that the power of a testimony lies in the implied trust level between HCA and its business associations. The advertising results certainly testify to the success of this type of campaign.

Hospitals, Advertising campaigns

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Federal Reserve's fine-tuning may not succeed

Article Abstract:

The economy has been growing faster than expected during the past year, due largely to a surge in export activity, and fueled by increases in employment and consumer spending. The Federal Reserve's attempt to slow economic expansion before inflationary pressures become imbedded in cost structures will probably not come about, but the Fed's restraints are likely to lead to significantly higher short-term interest rates. A significant deficit reduction package by the next administration could induce a recession, and is not anticipated. A relatively mild recession in early 1990 appears likely, however.

Management, Economic development, Inflation (Finance), Interest rates, United States. Federal Reserve Board, Monetary policy, Inflation (Economics)

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Shared inquiry: learning how to really succeed in business

Article Abstract:

The success of total quality management and increasing global competition are requiring an American workforce that is better able to critically think, analyze coherently and learn continuously. Since today's students are tomorrow's employees, they must be taught skills that shall be useful to the business community later. Through shared inquiry, students shall be involved in group discussions where they shall be taught how to think and analyze information as a group. It also presents business leaders with an opportunity to articulate their requirements to the academic world.

EDUCATIONAL SERVICES, Education, Usage, Study and teaching, Business success

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