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January 2007
Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p9
The article presents a round-up of news about Mplanet, a conference held by the American Marketing Association. Jeff Schumacher and Sean Collins of McKinsey & Company have developed a method for companies to earn ad dollars through partnerships that utilizes existing assets. Senior vice president of GfK Roper Consulting Kathy Sheehan held a forum on globalization and its effects on marketing. Lisa Gregg, the director of marketing and sales development at American Express, emphasized the importance of transparent marketing.


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