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    NAME: Saad Sohail ID NUMBER: 2007-01-74-8135

    CONTROL NO: MAJOR FIELD: MKT

    COMPANY WHERE INTERNSHIP WAS SERVED: DHLGlobal Forwarding Company

    DURATION: From 15th June, 2010 to 26th July, 2010

    REPORT BASED ON :( Tick) Option 1 _ _________

    Option 2 __________

    DUE DATE OF THE REPORT: 10th August, 2010

    (2 weeks after the successful completion of internship)

    REPORT SUBMITTED ON: 18th August 2010

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    TABLE OF CONTENTS

    FUNCTIONS OF THE MARKETING AND SALES DEPARTMENT.........................3

    CORPORATE GOALS OF DHL......................................................................6

    LINKING FUNCTIONS WITH THE CORPORATE GOALS....................................7

    THE WORK I DID IN THE DEPARTMENT.......................................................8

    ROTATIONINTHREEMAJOROTHERDEPARTMENTS /PRODUCTSOF DHL GLOBALFORWARDING.......8

    WORKEDON SALESDEPARTMENTS METASHIPSOFTWARE...................................................10

    HANDLED CUSTOMER QUERY.........................................................................................10

    VISITED DHL WAREHOUSES..........................................................................................11

    PREPARINGCONSOLIDATEDOUTSTANDINGINVOICESREPORT................................................12

    HANDLINGA LCL SHIPMENTPROJECT..............................................................................12

    CASE HISTORY........................................................................................13

    A.STATINGTHEISSUE:.................................................................................................13

    B.SCOPEOFTHEINQUIRY: ........................................................................................... 14

    C.DATA PRESENTATION / ANALYSIS:...............................................................................15

    D.CONCLUSION:..........................................................................................................21

    Department: Marketing and Sales (M&S)

    Supervisors Name: Mr. Wamiq Nazar

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    Designation: Director Commercial

    Duration: 15th June 2010 to 26th July 2010

    FUNCTIONS OF THE MARKETING

    AND SALES DEPARTMENT

    Some of the main functions of the Marketing and Sales department are:

    Customer Touch

    Business Negotiation

    Business Contract

    Booking Handling

    Customer Services

    Accounts receivable management

    Business Relationship Management

    Customer Touch: This is one of the major functions of marketing and sales

    department from where their operations mainly start. Marketing and sales

    team is responsible to keep in touch with the active and non active

    customers both.

    Sales person looks for the prospects (importers and exporters) through

    different channels. Then they go for the selection process that is which

    prospects to target. After the selection is finalized they contact them by

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    several means in order to identify their needs and requirements. And finally

    under this function they offer their services and rates at the customers end.

    Business Negotiation: This function of the department starts after the services andrates have been offered to the customers and they provide feedback to marketing andsales department. Each and every member of marketing and sales team inevitablyrequires this tool of negotiation at any cost. As with this tool they conclude deals andcontracts with the customers. And DHL doesnt believe in loosing even a single potentialcustomer at any cost.

    Business Contract: After a successful negotiation phase marketing and

    sales team concludes contracts that are the legal bindings between DHL andtheir customers. These contracts includes all the mutual agreements that

    takes place like rates, service agreements, credit limits and so on and so

    forth. It varies from customer to customer, some require shipment to

    shipment dealings and some require extended period contracts. Contracts

    are mainly the requirement of multinationals that are service conscious and

    not rate conscious. Contracts can be on monthly, quarterly or yearly basis.

    Booking Handling: Once the business deal has been finalized, there is a

    consensus on the rates and services level. Customer places booking to oursales and support team, which is communicated to the operations to book the

    cargo with the carrier (it can be an airline or a shipping line as per the

    requirement). Once the operation gives us the feedback and the booking is

    finalized, the confirmation is sent to the customer from the sales support

    people. And the customer is also timely updated if any variation in the

    schedule takes place.

    Customer Services: This function again holds immense importance and is

    also regarded as sales support. It ensures that all the customer requirementsshould be met with precision and to make sure that IOP (Internal operating

    Procedures) and SOP (Standard operating procedures) are both religiously

    followed. IOP is within the organization so is between the sales support team

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    and the operations department in DHL. Whereas SOP is between

    departments sales support team and the Customer. These operating

    procedures are followed in order to provide their customers with the best, as

    customers are considered as one of the biggest assets holding the pillars ofDHL.

    Accounts Receivables: In this function sales department needs to make

    sure that all the payments received from the customers are received within

    agreed credit days allowed to the customer. This is all done to have a closely

    monitored Accounts receivable management. For this purpose a weekly

    meeting is held between finance and sales department to update the

    outstanding invoices status to the finance department.

    Business relationship management: Sales and marketing teams ultimate

    goal is to retain the customer that is already on board. But they always try to

    explore more and more opportunities. They can explore it horizontally or

    vertically with the existing customers.

    Horizontal: If existing customer is dealing in ocean freight from china

    to Karachi, so horizontal expansion would be that they do more ocean

    freight deals from other countries to Karachi as well.

    Vertical: Here if customer is doing ocean freight dealing so afterexpansion they deal in air freight business as well.

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    Corporate Goals of DHLThe success story of DHL organization can easily be portrayed from their goal

    of making their customers, employees and investors more successful. DHL

    ultimately aims at becoming the first choice for its customers, employees,

    and investors. That means, whenever a customer thinks of getting services

    of a forwarding company , or an employee thinks of getting into a successful

    organization or an investor thinks of a profitable organization to invest in DHL

    should be the first thing in their mind.

    The focus of First Choice is putting customers first. DHL has developed

    processes to help them better understand the needs of their customers and

    they have implemented measures to increase and improve the level of

    customer focus within the company. Here are some of the most significantbenefits for the companys customers:

    High-quality processes and services geared toward customers' real

    needs

    Simplified and streamlined services and improved customer

    interfacing, making communication and cooperation with the customer

    easier

    A holistic and systematic approach to solving and rectifying service-

    related problems/shortcomings

    Tangible and quantifiable service improvements with added value for

    the customer and the customer's business

    An enhanced customer experience that builds trust and strengthens

    customer loyalty

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    The goal of First Choice is to become the "first choice" for the companys

    customers worldwide. DHL wants to make its customers' lives easier, and in

    order to do this, Deutsche Post DHL must provide top-notch service in all

    segments of its business.

    Linking Functions With The

    Corporate Goals.

    All the major functions discussed above from customer touch i.e. the starting

    point of reaching a customer, till the function of business relationship

    management where sales team explores new opportunities with thecustomer on board. All of these work in becoming the provider of choice that

    is when a customer thinks of a forwarding company, DHL should be the name

    in their mind. This is made possible due to the sales departments continuous

    efforts of customizing innovative solutions that meet their customers needs

    and move their business. Marketing and sales department believes in seeing

    through the eyes of their customers and look for ways to simplify their lives.

    Therefore, all these efforts pave the way for a major objective of provider of

    choice to be achieved.

    Then for the employer of choice, DHL believe employees are the internal

    customers and they should be well motivated to perform at their maximum

    potential when dealing with the external customers (which is the main job of

    marketing and sales team.)

    To adopt this in practice DHL origin office sends a DENSALEZ report weekly to

    all the regional offices. It summarizes the performance of all sales persons,

    telling if theyve reached the target given to them according to the KPI (key

    performance indicators) and then are given incentives accordingly. All these

    practices make potential employees keen to work in DHLs professional

    environment and thus making it the employer of choice.

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    For the objective of being an investment of choice, they build in trust in the

    investors about DHL capabilities of managing investors money most

    efficiently. In sales department, the function of efficient Account receivables

    management and extensive negotiating skills of their sales team makes thecorporate objective of being investment of choice achievable.

    The Work I Did In The

    Department.

    Rotation in three major other departments

    /products of DHL global forwarding.

    These departments represent the products of DHL that it offers to its

    customers. I had to spend 2 days each department in order to get an insight

    of the products and services it offers. This was due to the fact that being part

    of marketing and sales department, I couldnt market or sale the products

    unless I knew them. My department provided me with the questions I had to

    inquire from each department I was rotated to.

    The departments I was rotated to were:

    1. Air freight (Exports and Imports) headed by Mr. Wahid Khan.

    The concepts I cleared in the air freight department were:

    -Complete process flow of air freight operations

    -Documentation required at every stage of the operations

    -Difference between gross weight and chargeable weight

    -Types of aircrafts

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    -Airlines in Pakistan

    -Consolidation / deconsolidation (bulking / break bulking)

    2. Ocean freight (Exports / Imports) headed by Mr. Zain Abbas

    -The concepts I cleared in the ocean freight department were:

    -Complete process of sea freight export/import shipments

    -LCL/FCL shipments

    -Calculating volume of shipments

    -Types of containers

    3. Customs and Duties Zone (Exports/ Imports) headed by Mr. Ovais Amir

    -The concepts I cleared in the ocean freight department were:

    -Complete custom clearance process for imports/exports.

    -GD (goods declaration) filing

    -Invoicing

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    Worked on Sales departments Metaship

    software.

    This is a contract management network for sea freight rates. Here all the

    countries regional offices do contracts (submit their rates) to the DHL origin

    office, Singapore. Then offices in all countries refer to these metaship rates

    to give selling rates to their customers.

    I got a chance to work on this Metaship, taking out rates for the customer

    queries assigned to me. Customer asks for rates for all the desired ports

    available, for e.g. a customer in UAE asks rates for UAE to Karachi port, UAE

    to port Qasim. And then the customer chooses the best rates and the

    destination they require.

    Handled Customer Query.

    After studying the tree major products (departments) of DHL global

    forwarding, I was assigned a task to entertain customer queries that came

    online in our marketing and sales department. The queries came in from our

    origin office or directly received by our sales representatives. I was suppose

    to go through the queries, look for the all the details/requirements of the

    customer for their particular shipment. And to make sure that the mandatory

    details arent missing or we are not able to work on an incomplete query.

    Then using the details we confirm the rates to be given to the customer from

    the origin office, where they see if terms and conditions are appropriate and

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    the profit margin is adequate to. After this we finally quote the rates to the

    customer.

    Visited DHL warehouses.

    Apart from freight forwarding services DHL even provides very professional

    warehousing services to some of the major companies in Pakistan.

    Following are the brief details of warehouse experience:

    - Ericson warehouse Mr Wali Uddin (warehouse manager)

    Here two main projects are handled C.M Pak Zong and Warid telecom.

    Ericson is DHLs customer and these two are Ericsons customers so theirmaterials are kept as well.

    Here efficient inventory system, customized services and 100% accuracy

    are the requirements of the customer.

    - Unilever Warehouse Mr. Sikandar Ali (Warehouse Management)

    There is proper WMS i.e. warehouse management system wherewhatever coming in from all the factories of Unilever is very

    systematically assembled in the warehouse.

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    There is transport department where arranging transport to all the

    distributors on daily basis is handled.

    There is a WM300 system used for locating where goods are kept.

    Preparing consolidated outstanding invoices

    report.

    Its the accumulation of whole months invoices of a particular customer.

    This is done to make sure that no invoices are missed and due payments are

    received on time. This is done for the ease of the customer aswell.

    Handling a LCL shipment project.

    DHL planned to launch a LCL (less than container load) box services to

    Germany. Here they planned to target all those customers who dint have full

    container load shipment but required less than container load i.e. box

    services.

    Here the initial task was to do the product design and determine the target

    market. For product design it was required to come up with rates that are to

    be offered to the customers, and then the cargo consolidation details were

    to be finalized. Cargo Consolidation refers to different shippers bringing in

    their goods; after goods being checked and measured all are packed in

    separate boxes but stored within a single container. Now the main challenge

    was to determine the target market. I was provided with some raw database

    containing list of potential customers who engaged in LCL shipments on

    regular basis. I firstly had to identify the potential customers according to

    their locations i.e. Karachi, Sialkot, Lahore, Islamabad and so on. This was a

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    tedious task, where customers were identified using Google website and a

    special directory software containing details of major exporters/importers in

    Pakistan. Major constraint was faced for a newly formed company which

    wasnt available in the directory because of it being a bit obsolete. Now thenext step was to contact the customers, where I was suppose to give some

    general details of the LCL shipment for e.g. date the shipment will be

    released and what minimum weight a shipper must have. Then after I

    sensed that the customer is interested in the shipment, I handed over the

    customer to any sales person available in the office. Then that sales person

    had the task to give the further information to the customer and try and

    end up with a deal using their negotiation skills.

    CASE HISTORY

    A.Stating the issue:

    DHL global forwarding company Pakistan had no proper marketing

    department till MAY 2010. Being a multinational this issue of having no

    proper marketing operations might sound weird but its a fact. Thedepartment as its name suggests is divided in two major fields Marketing

    and sales. Now DHL dealing in logistics industry is considered to be a B2B

    i.e. business to business company and not a B2C i.e. business to Consumer

    Company.

    Because of this fact following is the division of the operations level of both

    the fields in the department:

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    MARKETING AND SALESDEPARTMENT

    MARKETING(20%)

    SALES

    (80%)

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    The above division shows the low level of marketing operations that must

    have been taking place in the company. And this was no doubt due to lack of

    need otherwise DHL compromises over nothing as it aims to be the first

    choice of it customers at the end of the day. Being a B2B company and

    moreover a market leader in the logistics industry, there was hardly any need

    to reach out other businesses that are actually DHLs customers.

    But there came about circumstances where a proper marketing department

    became inevitable. Currently DHL Company is in its growth stage, where its

    products are growing, its market share is growing and also its customers are

    growing on day to day basis. At such a critical stage it becomes the need of

    the hour to have proper marketing department to do proper branding, PR

    (public relations) and advertising.

    B.Scope of the inquiry:

    1. Head of Marketing and Sales department: Mr. Wamiq Nazar

    Being the head of department and serving in the Marketing & Sales

    department of DHL for years he was the right person to start with. He

    gave me the whole insight that how marketing was just a negligible

    part in the department where as they mainly concentrated to excel in

    the sales are. The whole process of assessing the need for a proper

    department and then what steps were taken to come up with one were

    discussed.

    2. Assistant Manager Marketing communications: Mr. TalhaJamal

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    He is a MBA (marketing) from our institute of Business Management.

    He joined DHL as a management trainee and served in several

    different departments to know about the detailed operations of the

    company. He was appointed as the Assistant Manager MarketingCommunications to look after the operations of the newly formed

    marketing department. He was a major source of information for how

    the DHL organization was growing with the help of the marketing

    department.

    3. Published Materials: DHL monthly newsletter

    This was a major source of detailed information about the activities

    marketing department was going through. Most of the data in the data

    analysis part is from this source. It provided with exact quotes that

    were relevant for this case discussion.

    C.Data Presentation / Analysis:

    In this part of case discussion Ill be talking about the steps that were made

    to overcome the prevailing problem of no proper marketing department in

    the organization.

    First of all after the need for a proper marketing department was assessed,

    some professionals were required to run a department. Now for this purpose

    internal hiring was a better choice, as an internal employee would have

    known more about the operations of the company than a new comer. Only a

    single person but a very capable was internally hired to manage the

    operations of the newly formed department in May 2010. It has been few

    months only and the marketing department is working way efficiently and

    taking DHL global forwarding closer to even greater heights of success. Up till

    now the department has been involved in areas like CSR activities, PR, and

    advertising DHL global forwarding on large scale. Efforts made in all of these

    areas are briefly discussed below.

    CSR (Corporate social responsibility) Activity

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    This was the first major attempt that the marketing department made to

    make DHL global forwarding more visible in the market. DHL worlds leading

    logistics company celebrated Worlds Environment Day on June 27th 2010,

    with employees of DHL global forwarding Pakistan Ltd. engaging in anextensive clean-up of sea view beach early this morning (at 10:00 am).

    Imran Shaikh, Managing Director of DHL Global Forwarding Pakistan Ltd. said,

    Corporate responsibility is a core element of DHLs corporate strategy,

    implemented through the program GoGreen (which focuses on environment

    protection), This means as a company we act responsibly in the way we treat

    our environment we work with while striving for business success at the same

    time.

    Aligned with the commitment to GoGreen, the employees of DHL Global

    Forwarding Pakistan helped to clean up the beach of Karachi, even the public

    came forward asking if they could lend a hand. This is how DHL decided to

    hold a beach clean up to commemorate World Environment Day this year. It

    also gave karachites who were keen to contribute a chance to undertake

    beach cleaning with DHL employees in an organized and fruitful manner. This

    way DHL was seen as a very environment friendly organization by the people

    around and helped DHL receive a lot of positive exposure in public.

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    PR (Public Relations) Activity

    Public Relation is a field concerned with maintaining public image for high

    profile people, commercial business and organization, non-profit associations

    and programs. DHL Global Forwarding Pakistan recently made such effort of

    PR activities, where they used the method of associating itself with highprofile personality. For this DHL invited Naseem Hameed, the fastest woman

    of Asia to a special event which was specially arranged in her honor held on

    August 6th 2010.

    DHL the worlds leading Logistics Company invited Pakistans overwhelmed

    athlete Naseem Hameed the fastest Woman of Asia to a special event

    which was specially arranged in her honor August 6th, 2010 at 4:00 pm. at

    Head Office, Karachi.

    The managing Director, Imran sheikh praised the athlete and said that, Ms.

    Naseem Hameed symbolizes a great motivational force who has overcome all

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    possible hurdles to first become the flag bearer for Pakistan at an

    international level and then achieve her goal of being the best in her field.

    After which Ms. Naseem addressed the attendees and and shared her

    journey, of struggle and persistent hardwork, till the time of her achievement,with the management and employees of the company to further boost their

    morale and efficiency. Mr. Imran sheikh, MD, then presented her the Best

    Athlete of 2010 award.

    This special event constituted a part of the companys ongoing endeavors to

    further improve its performance by motivating its employees. The company

    was proud to hold a track record of being a role model in the industry. This

    strategy was premised on the belief that employees play a crucial role in the

    efforts to transform the business, setting the standards of excellence for anyindustry and this event by DHL commemorated them all for their efforts and

    hard work for the same.

    At the event DHL even made an association with the fast speed of the

    athlete, Naseem Hameed and that of DHL Global Freight Forwarding services.

    It was no doubt a remarkable portrayal of the professional services that DHL

    provide, giving its customers the picture that their freight gets handled in themost efficient way by DHL. It even gave a boost to the motivation of the

    employees, giving them sense of achievement for being associated with such

    an organization. Conclusively this PR activity helped in building rapport with

    the employees, customers, investors and even the general public.

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    Advertising DHL Global Forwarding

    One of the other major efforts recently made in the marketing department

    includes the decision to advertise DHL Global Forwarding in the DAWN

    newspaper, one of the leading newspapers in Pakistan. This was finalized in

    June and came into effect from last month July 2010. The idea was to put to

    put up latest offers that DHL Global Forwarding Pakistan has at its end. And

    the first press marketing was done for the launch of new direct LCL (Less

    than Container Load) service from Karachi to Hamburg, Germany. Operated

    by Danmar Lines, DHLs in-house carrier, the new service was to facilitate

    trade between Pakistan and the Germany and intend to offer customers

    reliable and cost-effective services with transit time of 21 days from Pakistan.

    Together with the LCL program details, views of some of the organizations

    heads about the new service were there in the press, in order to attract

    customers and giving them more confidence about the newly launched

    program. An Extract from the Dawn paper was as follows:

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    The launch of this new service will not only further strengthen supply chain

    of Pakistan-Germany trade lane but it will also augment strong worldwideconnectivity offered by DHLs extensive LCL network and also help our

    customers to reach new markets worldwide, said by Imran Shaikh, Managing

    Director, DHL Global Forwarding, Pakistan.

    As one of the largest Ocean Freight service providers for Full Container Load

    (FCL) and Less-than-Container Load (LCL) shipments, it is continuously

    growing by capturing more and more markets for both kinds of shipments it

    offers. The press release was a success, reaching the target market became

    easier. This is because Dawn newspaper is a very effective medium forbusinesses to reach out in market on large scale.

    Internal Branding:

    This is a very major step taken by marketing department of DHL Global

    Forwarding Pakistan. Here all the upcountry offices (Lahore, Sialkot, and

    Islamabad) were visited by the senior executive marketing communications

    Mr. Talha Jamal for the internal branding.

    Internal branding actually refers to linking your corporate brand to your

    culture and values- thereby creating an internal brand an organization

    creates a platform from which to communicate to your employees the vision,

    mission and urgency. Internal branding helps improve credibility andstrengths the bond of trust between leader and employees. When people are

    united in purpose and know where they are headed, positive results occur.

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    With the same aim in mind DHL believes that this initiative will guide

    employees company-wide in managing their personal impact on customer

    experience. Internal branding will engage all executives and employees

    effectively in outside-in thinking and behaviors.

    D.Conclusion:

    DHL Global Forwarding Pakistan, one of the leading freight forwarding

    company in the world initially didnt face any problems for not having proper

    marketing operations. This was due to the fact of being B2B in nature i.e.

    Business to Business. But now when its going through its growth stage,

    where its customers, products, market share everythings increasing so it

    needed some real attention towards the planning for its marketing operations

    as well. Moreover the fact of getting and maintain a competitive edge over its

    competitors also led the starting of some efficient marketing operations.

    In the analysis part of the report all the major efforts made by DHL within 2-3

    months short span of time are commendable. This gives a clear picture that

    DHL used a proper strategy to implement a new department on full

    operational scale. From the identification of the need of a marketing

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    department, to the right time to starting the department, to the appointing of

    an appropriate executive to run its operations, all were very well planned and

    put into action.

    The activities that it undertook to promote DHL at different levels played an

    important role in building DHLs brand awareness and at the same time

    building its brand equity.

    The CSR (Corporate Social Responsibility), PR (Public relations), Press

    marketing, Internal branding all shows the efficient working of the newly

    formed marketing department in a very short span of time. And the

    difference of DHL Global Forwarding Pakistans performance prior and after

    the formation of the marketing department is already evident.

    Recommendations:

    Hiring of more personnel in the marketing department as currently just

    one manager is handling all the operations of the marketing

    department.

    Take customer feedback as they are the best people who can help DHL

    in making it even better. A survey can be taken to know what people

    think of DHL and what should be done to improve it.

    Hire some experts who have sound knowledge and expertise in the

    field of advertising so that they can guide how and where the company

    should be advertised.

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    Suggestions from the existing employees can be taken as to how the

    company should move on its advertising campaign. They can be of

    great help as know better how the company should be marketed.

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