Marketing: Knock, Knock No More

Knock, Knock No More

The Fuller Brush Man has been around since 1906, but he hasn't been knocking on many doors in recent years. The sales force, 30,000 in the 1950s, had dropped to 12,000 by last year. Fuller's market penetration was less than 1%. Now the company that instituted door-to-door selling 85 years ago is rebuilding its sales force and changing its marketing strategy. Starting this month, the Fuller Brush Man is abandoning door-to-door sales in favor of a word-of-mouth network like Avon's and Amway's.

The man leading the controversial change, Stuart Ochiltree, was an Avon man for 22 years until last year, when...

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