Agency execs speak out

Article Abstract:

Six European advertising and marketing experts expressed their views on the marketing issues that US companies will have to face if they plan to enter the European market. The executives also provided some marketing tips. The marketing personalities include Christer Laurent of GGK Laurent, Jaakko Alanko of Anderson and Lembke Ltd, Frank Merkel of WOB Marketing Kommunikation AG, Philippe Lecomte of Duo Conseil, Robert Kwiatkowski of EBD Interpartners and Giancarlo Livraghi of Livraghi Ogilvy and Mather.

Europe, Officials and employees, Advertising agencies, Interview, Corporations, Advertising executives, Marketing executives

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Aircraft alliance ready for takeoff

Article Abstract:

The impending alliance between British Aerospace PLC and Avions de Transport Regional promises to create the largest regional aircraft enterprise in the world. The latter is a joint venture between France-based Aerospatiale SA and Italy-based Alenia S.p. A. This development is being hailed by proponents of the plan as the best means to achieve efficiency. The resulting company will have its headquarters in Toulouse, France from where it would manufacture aircraft ranging from 19-seaters to 115-seaters.

Aircraft, Aircraft Manufacturing, Joint ventures, Aircraft industry, Avions de Transport Regional, BAE SYSTEMS (Farnborough, United Kingdom)

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Loyalty programs paying off for b-to-b

Article Abstract:

Business-to-business loyalty programs are becoming popular marketing tools. Although these programs are more costly and complex than ordinary consumer loyalty programs, their payoff can be significant. They are based on the principles of frequency-loyalty relationship marketing where the company focuses its marketing efforts only on core customers. However, several critics claim that this marketing technique is similar to bribery and does not build true customer loyalty.

Marketing, Advertising and Related Services, Industrial Advertising, Business-to-business advertising, Business to business advertising

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