Utilities switch on marketing

Article Abstract:

Electric utilities are turning to marketing in preparation for the upcoming deregulation of the industry. The deregulation is expected to heat up the competition within the sector, thereby increasing the need for marketing. Advertising agencies are already profiting from this development. They have been tasked by electric utilities to conduct research on how to reach industrial and residential customers. Conference sponsors are also benefiting because utility executives are increasingly attending their conferences.

Electric Utilities, Electric Power Generation, Transmission and Distribution

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U.S. railroads at a junction: intermodal marketing control at issue

Article Abstract:

The railroad industry is thinking about reclaiming control of the marketing process from intermodal marketing companies (IMCs), now that the intermodal industry has been revitalized. Railroads, trucking, and drayage services are marketed as a package by IMCs to shippers. Only a small percentage of intermodal traffic, particularly automobile parts being shipped to automobile assembly plants, are marketed directly by railroads to shippers.

Intermodal Freight Transport, Offices of Other Holding Companies, Railroad Holding Companies, Transportation industry, Intermodal transportation

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Centerior Energy taps the wrong scene

Article Abstract:

Centerior Energy Corp tries to attract out-of-state engineers with an advertisement about the positive qualities of life in Northern Ohio. The advertisement cites good schools, shopping malls, churches, sports, entertainment and recreational activities. Mentioning the conveniences offered at its nuclear facilities would have made the advertisement more effective.

Advertising, Centerior Energy Corp.

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