September 1, 2005
Helping Dealers Sell More Tires [ The Business Objective ] Manufacturers in competitive industries like automotive products need every advantage to help their dealers stand out in the marketplace. Bridgestone (www.bridgestoneamericas.com) is one of the world's largest manufacturers of tires and rubber products, with more than 1,500 dealers across Canada and the United States. With dozens of products, collateral management and fulfillment for this network could easily become a branding and logistical nightmare. Bridgestone corporate marketing sought a solution that would eliminate these problems, and make it easier for dealers and retailers to develop advertisements and other marketing materials. Another goal
