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As soon as we get used to the idea that mass marketing is out and micromarketing is in, we still find ourselves trying to catch up with the future. The latest and greatest change, of course, is brand marketing on-line. There's certainly a lot of hype nowadays, and several Web sites from retailers and brand marketers already exist. Nobody knows when or if this activity will ever reach critical mass

As soon as we get used to the idea that mass marketing is out and micromarketing is in, we still find ourselves trying to catch up with the future. The latest and greatest change, of course, is brand marketing on-line. There's certainly a lot of hype nowadays, and several Web sites from retailers and brand marketers already exist. Nobody knows when or if this activity will ever reach critical mass to become a major channel of distribution for packaged goods. It's only the beginning of what co

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