Publisher's Synopsis
"Offensive Marketing" is a well-established term widely accepted to be ascribable to Hugh Davidson whose model POISE is covered comprehensively in his two books (1) and (2). The latter being an update in the light of marketing changes such as Relationship Marketing. Extensive examples of the use of the Model in large organizations are covered.;This paper covers the application of the model and associated techniques in a Small- and Medium-Sized Manufacturing Enterprise (SMME). This presents a challenge since SMMEs have distinct characteristics from larger organizations.;The application was undertaken and the two years 1996 to 1998 under a Teaching Company Scheme (TCS). A TCS Associate was appointed to undertake the study.;The characteristics of SMMEs are examined and the need for, and implementation of Offensive Marketing. Its use in developing an integrated approach is covered and the resulting effects upon profitability, long term strategy and upon the effects if its execution on the culture of the company.;The company is now proactive and innovative and has become a market leader rather than a follower.
