Global roundtable: marketers talk about their challenges, goals

Article Abstract:

'Business Marketing' magazine sponsored a forum with top marketing executives from major corporations to discuss opportunities and challenges in international business-to-business marketing. Companies differ in the use of marketing media as well as the implementation of marketing strategies. For example, the Internet is used invariably in regional markets. However, business-to-business marketers agree that the Internet will continue to be a part of the global marketing equation. They believe that Internet marketing will open up vast business opportunities on a worldwide scale.

Multinational Corporations, Marketing Personnel, Conferences, meetings and seminars, International aspects, Marketing industry, Panel Discussion, Business-to-business market, Business to business market, Marketing communications

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Budgeting for 1999: marketers target areas with clear ROI value

Article Abstract:

Business-to-business marketing executives are preparing budget plans for 1999 that focus on areas with a clear return on investment. Most companies, including Corel Corp, American Power Conversion and Ricoh Corp, are planning to increase their business-to-business marketing budgets to boost their profit margins. These companies are also aiming to improve the performance of their respective product brands by launching more targeted marketing tools that align product solutions with specific customer needs.

Advertising, Advertising and Related Services, Industrial Advertising, Finance, Marketing, Interview

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Include speeches in marketing mix

Article Abstract:

Marketing executives can use speeches as a marketing tool. A keynote address to an industry-wide convention is an excellent marketing opportunity because the listeners are potential customers or investors. Businesses should also show themselves as industry leaders in their target market by means of speaking engagements. However, speeches as a marketing ploy should be used with caution because the audience may expect an independent perspective.

Methods, Usage, Speeches, addresses, etc., Speeches

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