Publishers feeling heat: print alone not enough
Article Abstract:
Trade magazine publishers are adopting an integrated approach to satisfy the marketing needs of business-to-business clients. While print advertising remains a key component of their programs, publishers are offering a wider array of marketing communications choices such as face-to-face customer events, customized publications, direct marketing via the Internet and database marketing. Publishers are also reorganizing and retraining their sales teams in line with their integrated marketing approach.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1998
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Business-to-business advertisers top 100: AT&T considers consistency, continuity and sufficient spending to be crucial as telecommunications, computers converge
Article Abstract:
AT and T Corp is still the number one business-to-business (b-to-b) advertiser in 1996. It spend a total of $245 million which is $11 million more than IBM Corp's b-to-b advertising expenses. Jim Speros, VP for advertising and marketing, believes on the marketing concepts of focus, consistency, continuity and sufficiency of spending. He is also a firm believer in the need to concentrate on brand management because of the high speed in which technologies become obsolete.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1997
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