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  • May 2017
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Promontory, Inc.

By: Frank V. Cespedes and Amy Handlin
  • Format:Print
  • | Language:English
  • | Pages:13
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Abstract

Promontory, Inc. is a small, privately owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago with the intention of pursuing a high-quality/high-price strategy, the CEO is seeking methods of increasing sales revenues and profitability. He is considering whether and how to increase the size of the sales force, redirect, or redeploy the company's current sales efforts, utilize alternative marketing vehicles, and maximize sales potential. To attain this goal, the firm has bought some customization equipment and attempted to find niches in which it can succeed by doing the work usually done by suppliers and manufacturers. The case raises numerous general marketing and sales management issues and provides a profile of various approaches to personal selling. At its heart is the appropriate marketing organization for this company's strategy, and especially, the details of execution in the field. This case is suitable for courses in Entrepreneurship, Marketing, Sales, Small Business Management, General Management, and Strategy.

Keywords

Salesforce Management; Marketing Strategy; Customization and Personalization; Business Model; Sales; Advertising Industry

Citation

Cespedes, Frank V., and Amy Handlin. "Promontory, Inc." Harvard Business School Brief Case 917-535, May 2017.
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About The Author

Frank V. Cespedes

Entrepreneurial Management
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Related Work

    • May 2017
    • Faculty Research

    Promontory, Inc. (Brief Case)

    By: Frank V. Cespedes and Amy Handlin
    • May 2017
    • Faculty Research

    Promontory, Inc., Spreadsheet for Students (Brief Case)

    By: Frank V. Cespedes and Amy Handlin
Related Work
  • Promontory, Inc. (Brief Case) By: Frank V. Cespedes and Amy Handlin
  • Promontory, Inc., Spreadsheet for Students (Brief Case) By: Frank V. Cespedes and Amy Handlin
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