TITLE

Use it, don't lose it

AUTHOR(S)
Zid, Linda Abu-Shalback
PUB. DATE
September 2004
SOURCE
Marketing Management;Sep/Oct2004, Vol. 13 Issue 5, p4
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article reports on a study by online publication Reveries.com which found that a full 93 percent of U.S. marketers think most brands do not fully maximize their external or internal assets. The online publication surveyed 272 brand marketers and determined that, regarding external assets, 29 percent think retailer partnerships are not fully utilized and 20 percent think the same about event sponsorships. An additional 20 percent feel that way about media partnerships, and 14 percent feel that entertainment partnerships are suboptimized. Marketers cite internal assets that are not fully maximized as including employees, customer databases, sales forces and Web sites.
ACCESSION #
14370640

 

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