To be effective, Marketing of Service needs to a genuine commitment versus a one-off stunt. While few marketers will have the perseverance to make it 108 years like Michelin with its peripatetic guides, I suspect they can make it longer than a weekend like the recent painfully misguided “free taxi” effort by Tylenol.
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Published: July 28, 2008 in AdAge
It’s just common sense that if you give a little, you’ll usually get a little in return. But to paraphrase President Harry S. Truman, that (inadvertent) font of marketing wisdom, “If common sense were so common, more [marketers] would have it.” Marketing is nothing more or less than an exchange […]