It is easier to make corporate plans than it is to carry them out. Bert Piëst and Henk Ritsema support the idea that strategy formulation is a 'topdown' activity, which, for its successful implementation, requires managers to use the right instruments. These involve use of the business mission...

Telemarketing is likely to become a popular marketing instrument throughout Europe. From the perspective of a firm telemarketing offers many advantages. Prospects, however, may perceive telemarketing as an intrusion in their privacy. Furthermore, market research organizations and suppliers of...