Money management firms tap marketing executives
Article Abstract:
Senior management positions among financial services companies are no longer the exclusive domain of investment professionals. A growing number of marketing executives are being appointed to top management positions. The shift towards marketing executives stems from the growing need for well-rounded senior managers who have firm grasps of the importance of marketing in the future of financial services companies. Because of their backgrounds, most marketing executives possess such an understanding as well as good interpersonal relations skills.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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Change the terms, change the terrain: ideas and words that signal new advances in business-to-business marketing
Article Abstract:
One secret to effective direct marketing or business-to-business marketing involves a change in the planning procedure and terminology. Generic terms should be replaced with specific words to encourage more action-oriented thinking. Three important terms should be incorporated in a marketer's vocabulary. These are database marketing, integration and portfolio. Use of these concepts should pave the way for increased effectiveness in direct marketing.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
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