Sawyer predicts revolutionary, not evolutionary changes in marketing

Article Abstract:

A follow-up report on a study made by Sawyer Riley Compton Inc (SRCI) showed that business-to-business marketing innovations have occurred earlier than expected, and notable trends have emerged. SRCI Chmn Gordon Sawyer presented the report during a seminar held in Feb 1992, in Chicago, IL. He said that middle managers are being replaced by telecommunication and computer technologies ahead of the predicted time. Rapidly advancing technologies have also made existing computers obsolete as well as changed business structures and orientation. Business marketeers should train their clients cope with innovations.

Advertising agencies, Reports, Forecasts and trends, Technological innovations, Business-to-business market, Business to business market, Workers, Sawyer Riley Compton Inc., Sawyer, Gordon

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Revolutionary marketing; industrial firms reform selling practices to focus on customers

Article Abstract:

The decade of the 1990s may be characterized as the 'Remarketing of Industrial America' as firms shift their selling strategies to focus on customers. Business developments in the 1990s have tended to involve the marketing function as a central crux of activity. Changes are taking place in every key aspect of business marketing such as market research, research and development, product development, market segmentation techniques, marketing communication, advertising and media selection and sales management and strategies.

Analysis, Industry, Industries

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Marketers mine a new data vein

Article Abstract:

Business marketers have begun using technology to translate written responses from customers into a systematic and enlightening form that would easily classify tastes, preferences and suggestions. In use are 'text crunching' computer software and even electronic text-to-data tools that would arrange information in meaningful ways. Not far behind are the speech-recognition tools whose full development would enable the instant analysis of spoken feedback.

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