THREE STRATEGIES FOR SURE SUCCESS: POSITIONING, ACTION, PEOPLE ARE KEY.

This article surveys recent developments in marketing and management which affect today's business and which have particular relevance for professional service firms across the country. Examined are three strategies for a successful enterprise: market positioning; action orientation; and relationships with clients and employees. Market positioning refers to the establishment of a niche in the marketplace which will help garner more business for the firm. Another element of success is an orientation toward action; ways to achieve this orientation are discussed, including development of concise marketing plans, clear identification of goals, and encouragement of frequent communication. The third section of the article focuses on methods for dealing effectively with customers.