HOW TO SHOP FOR A CONSULTANT

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,

Patrick Lynch has just hired a trade marketing consultant.

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