Patrick Lynch has just hired a trade marketing consultant. The divisional manager of trade marketing for the Andrew Jergens Co., Cincinnati, Lynch completed a search for consulting services this summer for a project that is now under way. In the process his team had to define its objectives, ask penetrating questions, check references and untangle a morass of conflicting definitions. Some days, he says, he felt like he needed a consultant to help choose the consultant. "This is the first ...

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