Magazine article Marketing

Finding the Error of Her Ways

Magazine article Marketing

Finding the Error of Her Ways

Article excerpt

Finding the error of her ways

Three weeks ago Louise Johnston took up a new position with that ever-popular secretaries' friend -- Tipp-Ex, the manufacturers of that vital piece of typing equipment, white correction fluid.

Unfortunately Johnston doesn't type but true to the spirit of her new post as marketing manager of one of the strongest brands in the stationery field, she assured me that the company manufacturers a "very good handwriting range too."

All very different from her last appointment with the PepsiCo/Whitbread-owned Pizza Hut restaurant chain.

"That was a fast-moving environment with a large team in the marketing department," but after three years with the company, having been promoted from the assistant brand manager level in 1990 she was made redundant with several others, although she claims she was "looking elsewhere anyway".

"It was nice to have a change and I really wanted to look for something where I was much closer to the customer in a smaller company," she says.

Having begun her marketing career following a four-year business studies sandwich course at Birmingham Polytechnic, her first appointment as a sales executive for the motor giant Ford Motors' export office couldn't be further from her current position. …

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