port product are. In Ice to the Eskimos, Spoelstra outlines a process he calls the "Quick Fix Silver Bullet." The keys to this quick fix include: increasing the frequency of purchases by your current customers and utilizing personal selling on a one to one basis to ask them to buy more (Spoelstra, 1997). This personable approach is used quite frequently and has proven itself as valuable. In order to test this strategy, Spoelstra obtained the names and addresses of the Nets season ticket holders. Instead of sending brochures on ticket information to thousands of
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