MSS.423/3/LONG 10

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┆Subjects include (transcript page numbers given in brackets; side 1 of recording ends on page 18): development of the sector run by Kahn incorporating divisions covering home education and reference, dictionaries and reference and English language teaching (ELT) (2-5); comparative lack of outstanding sales and marketing staff in publishing (5-6); need to be market-orientated in the ELT field (6); Kahn's expansion of the sales and marketing function in home and overseas markets (7-11); reasons for profitability of Longman's ELT publishing, including range of opportunities in overseas markets (11-13); competition with Oxford University Press in these markets (13-14); difficulty of precisely assessing respective market shares of Longman and its competitors (15-16); lack of co-operation between competitors in ELT publishing as compared to other areas of publishing (17-18); means by which Kahn attempted to increase the focus on sales and marketing in publishing decisions (20-25); required attributes of new marketing director (27-29); increase of professionalism in Longman since the 1960s (30-32); crucial effect on Kahn's outlook of having to draw up a business plan for the first time (33-35).

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