33 mins, 1999        [password required] Three cases studies show fictional companies grappling with different marketing dilemmas. Design firm Apex has to decide how to promote itself. Does it go for advertising, public relations, direct marketing - or rely on "word of mouth"? How can Tony Spence's photocopier firm stop sales falling? Send salespeople further afield, do market research, or lash sales staff harder? A new marketing manager wants to change a traditional mail order firm's image, going after niche markets like the "lads". But will this work?