To Market, To Market

When De Beers talks, sightholders listen. And when De Beers officials directed sightholders to become better marketers, they were heard-loud and clear. A few months later, virtually every sightholder JCK contacted had marketing plans ready or in the works. Some have hired public relation firms or advertising agencies, or set up full-fledged marketing departments. One had brought three marketing consultants onboard since the summer. Not every sightholder is thrilled with De Beers' new plans. Some big clients earn several times more selling wholesale than they could on a "brand." But with persistent rumors that De Beers will prune its list, they view cooperation as a matter of survival. As a sign of the diamond giant's seriousness, it made each sightholder give a 90-minute presentation and fill out extensive questionnaires on their company's history and its future. Many think these pre

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