MathSoft VP Sales doubled the size of the force field of direct sales to support the launch of a new, high-end workstation software for about $ 9000. However, sales of the new product is much lower than the plan. At the same time, Vice President of Marketing Calls for advertising magazine for sales promotion company $ 349 personal computer software product that has been on the market through a combination of distributors, retailers, sales by telephone and by mail. The president of this entrepreneurial company must determine the appropriate channel structure and communication programs for the current product line and MathSoft future growth. Illustrates the close relationship between industry and compromises marketing channels and communications methods and traces the evolution of hybrid channels one company marketing. Also introduces students to the use of advertising and direct marketing in selling complex industrial products. For students who have a quantitative modeling of course, it includes the output market model developed by MathSoft response from advertising and sales data. "Hide
by V. Kasturi Rangan, Gordon Schwartz Source: Harvard Business School 24 pages. Publication Date: April 30, 1993. Prod. #: 593094-PDF-ENG
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