Business Services Industry
Leadership in Times of Crisis. (On Target).(Brief Article)(Column)
Target Marketing, December, 2001 by Orr, Alicia
THERE IS NO DENYING IT IS DIFFICULT to maintain a "business as usual" attitude right now. The nation as a whole doesn't know what to expect next, and managers at direct marketing companies are no exception. One day the market is showing signs of life; the next it's in the dumps again.
No one could have imagined, no less predicted, the horrible acts of terrorism of Sept. 11 and the anthrax scares that followed. At The Direct Marketing Association Conference in October, I spoke to executives at direct marketing and catalog companies, as well as the agencies and vendors they work with; all talked of the difficulty of managing in these current, uncertain times. What they said: The traditional way of doing business--forecasting increases in revenues for next...
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