B to B

Issue Date: 12/12/2005

In This Issue

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1. Animal magnetism draws in readers. Welcome to the b-to-b menagerie, where animals are tapped to help marketers make a point about their product or service. People naturally gravitate to animal ... (PREMIUM PERIODICAL ARTICLE) 2. Cut To The Chase.(Chasers)(Brief Article) Company: Lenovo, Purchase, N.Y. Agency: Ogilvy & Mather, New York Market: Small business Quick chase: A woman rushes into a co-worker's office to announce that ... (PREMIUM PERIODICAL ARTICLE) 3. Goat or Gloat.(Chasers)(Brief Article) Company: CIT Group, Livingston, N.J. Agency: N/A Market: CEOs, CFOs Quick chase: As a rule, we like case studies. They crackle with credibility, and they ... (PREMIUM PERIODICAL ARTICLE) 4. Rethinking your value proposition.(Brief Article)(Interview) Byline: Roger Slavens Allan Steinmetz has more than 30 years' experience in marketing strategy, including 17 in Detroit working in automotive industry advertising. As the ... (PREMIUM PERIODICAL ARTICLE) 5. After long road, Microheat wins OEM status with major carmaker.(Vertical... Byline: ROGER SLAVENS In the hyper-competitive automotive industry, it often takes several years to take products to market, let alone to win original-equipment-supplier status with ... (PREMIUM PERIODICAL ARTICLE) 6. New media, ROI, deliverability key to success in '06.(Outlook... Byline: KATE MADDOX As businesses marketers head into 2006, they face unparalleled opportunity. Marketing budgets, especially online budgets, are up. New technologies, both for the ... (PREMIUM PERIODICAL ARTICLE) 7. Does branding's role need to be redefined?(Opinion) Byline: Howard Sherman The criteria for doing business today have changed fundamentally from what they were only five years ago. Two key drivers led this ... (PREMIUM PERIODICAL ARTICLE) 8. Addressing the postage hike; Top users say they plan to maintain direct... Byline: AMY SYRACUSE For direct mail marketers, 2006 will mean out with the old and in with the new-at least when it comes to postal ... (PREMIUM PERIODICAL ARTICLE) 9. ABM survey finds major shift in spend toward digital media.(News)(American... Byline: MATTHEW SCHWARTZ While b-to-b marketers have shifted nearly a quarter of their budgets to digital media-a stark contrast to just a few years ago-they ... (PREMIUM PERIODICAL ARTICLE) 10. Help! Online consumers are taking over my brand! beware the Blogs.(Opinion) Byline: David Dunne For decades, marketers have shaped and controlled their brands through mass-reach, tightly choreographed campaigns. But more frequently, these campaigns are stalling as ... (PREMIUM PERIODICAL ARTICLE)
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