ABSTRACT
Change can come about through the use of new techniques such as mechanization and automation; but it can also come about because a need for change is felt. Both of these circumstances arose at the start of the 1980s. At that time there was a recession in Europe with high unemployment and a reduction in disposable income. As a result, a need to adapt arose among companies in the areas of organization as well as sales and marketing. Effectiveness and efficiency became increasingly important. The application of automation and change in processes formed part of this adaptation drive. The marketing function, too, was analysed further and more effective sales and communication techniques were sought. The change in the market made adaptations to marketing activities necessary.
