Amoco's national dealers and jobbers meetings needed drastic revamping. Held every two to three years, these conferences were long on talk and entertainment, but lacked "hands-on, visible demonstrations of major marketing strategies," says William J. Wilcox, human resources director, results management for the petroleum marketer, ranked as one of the "Big Three" in the continental U.S. After Amoco's 1994 national meeting in Orlando, FL, customers surveyed said next time they wanted ...

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