David Bechhofer, partner responsible for Bain & Co. 's marketing strategy is in a dilemma: Traditional marketing is alien to the corporate culture of Bain (which is likely based on relationships with customers), but the company can not ignore the traditional marketing tools if he is to face global competition rapidly growing consulting services. Indeed, all traditional rivals Bain, as well as many new players are using aggressive marketing to acquire new segments of the growing customer base. David has to respond to this challenge, staying in line with the initial value of the company offer, which is highly valued its existing customers. Case provides an opportunity to discuss how to communicate a consistent global corporate image for the company, services, "meaning d` Etre "is based on relationships with customers." Hide
by Miklos Sarvary, Robert Pedrero Source: Stanford Graduate School of Business 19 pages. Publication Date: September 29, 1997. Prod. #: M290-PDF-ENG
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