Using Modern Business Computers as a Marketing Tool

Abstract

Very few businesses are using personal computers as a marketing tool and are missing out on a cost‐effective way of improving sales. A course run by the Welsh Regional Management Centre at the Polytechnic of Wales and sponsored by the Manpower Services Commission demonstrates the returns which can be made. The programme is based on an actual case study of a highly successful and profitable firm, Recliners Unlimited. The programme provides tuition in using the computers and integrates this with the organisation of an advertising campaign with a direct mail shot and telephone follow‐up.

Citation

Willis, E. (1986), "Using Modern Business Computers as a Marketing Tool", Industrial Management & Data Systems, Vol. 86 No. 7/8, pp. 25-26. https://doi.org/10.1108/eb057448