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As the year draws to a close, I reflect on the changes we have seen during the year. In my observation, three trends characterized Internet marketing in 2002: Marketers focused on profits, realizing that every customer they bring into the business needs to represent value to the company. No more eyeballs for eyeballs� sake. E-marketing became part of an integrated multi-channel marketing and sales mix. Pay for performance emerged as the right way to test risky new media options. But what�s on the horizon for 2003? I polled some leading thinkers in the Internet marketing world to gather their thoughts. Bryan Eisenberg , ...
As a consumer product brand manager or marketing leader, the choices you make over the next few months during “these tough economic times” can either make or break your brand, and either ascend or descend your hard earned career. It’s likely that you and your colleagues are currently facing a vast number of serious issues with no simple, clear solutions. Lower revenues and tight cash are forcing most companies to make defensive spending cuts that could erode market share, brand equity and profitable growth for years to come. Your general advertising budget has probably ... Read More
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