search query: @author Agrawal, D. / total: 2
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| Author: | Kamal, R. Agrawal, D. |
| Title: | Re-engineering the Direct marketing organization structure |
| Journal: | Journal of Direct Marketing
1997 : SPRING, VOL. 11:2, p. 59-68 |
| Index terms: | DIRECT SELLING ORGANIZATIONAL STRUCTURE RE-ENGINEERING |
| Language: | eng |
| Abstract: | Most contemporary direct marketing organizations are structured around business functions such as sales, marketing, customer service, product procurement, and accounting. In this paper the authors argue that the functional view does not fully realize the direct marketer's potential in satisfying and creating vale for customers. As an alternative the authors develop a business process view of direct marketing using concepts from business process re-engineering. |
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