and double that number constituted a full line.) Norelco decided not to do any
consumer advertising, but to rely more heavily on push money. It also decided to
use a broker rather than hire its own sales force. After two and a half years, gross
sales of Norelco’s bulbs were $1.1 million against a projected $7.5 million. Why
do you think the project failed from an implementation standpoint?
chapter 22
Managing the
Total Marketing
Effort^715