Hunter Business Group (HBG), a direct marketing consulting firm specializing in the reorganization of sales and marketing industry, uses an integrated customer contact technologies (including sales, phone and e-mail) as a "revolution in the face of business-to-business (B2B), direct marketing. " The company operates under the theory that the bond seller to provide real value for the customer, and that successful direct marketing programs result in lasting relationships, high retention and increased profitability for the client. This case highlights, in detail, the implementation of HBG's approach to rail Star Oil, batteries and accessories (TBA) business that was to a decline in market share and profitability in an increasingly competitive. "Hide
Narayandas by Das, Elizabeth Caputo Source: HBS 16 pages. Publication Date: December 1, 1999. Prod. #: 500030-PDF-ENG
