Below the line is the bottom line

Article Abstract:

With consumers ruling the roost today, brand marketers need to focus on smaller consumer segments, and integrate and leverage every potential touch point, like packaging, public relations, advertising, and interactive and direct options for building one-to-one relationships.

Management dynamics, Methods, Management, Company business management, Consumers, Marketing communications, Customer relationship management

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I the Chapman report

Article Abstract:

Canada has recorded the third lowest productivity growth among the 23 industrialized countries and its productivity gap with the United States is widening. Canadian marketing industry is analyzed and an action plan on how to facilitate economic growth is discussed.

Strategy & planning, Advertising, Analysis, Planning, Economic aspects, Marketing industry, Company business planning, Cover story

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