Off the wall

Article Abstract:

A series of interviews conducted by The Business Marketing Magazine indicate the extent of creativity and imagination of business marketers. Innovative marketing campaigns include the Berlin Wall theme, sponsorship of the sports sections in The Wall Street Journal, producing television programs, supplying video equipments to law enforcers, graphics design contest, executive exchanges and attracting publicity for products. The attention-grabbing character of the promotions marks the growing similarity between business marketing and consumer marketing.

Author: Pozniak, Julia
Publisher: Crain Communications, Inc.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
Reports, Marketing, Sales promotions

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Resellers make their point

Article Abstract:

The effectiveness of different marketing tools and media in advertising products are evaluated in terms of budget allocations of advertisers and agencies. The important role of specialized business publications in marketing is reflected by the relatively large percentage of the budget alloted to it. The results of the Beta Research Corp survey show that 60% of the advertiser respondents allocated more funds to direct-response activities.

Author: Pesmen, Sandra
Publisher: Crain Communications, Inc.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
Methods, Management, Marketing management, Business-to-business market, Business to business market

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