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Marketing Mix:

By CONOR DIGNAM, 30 January 97, 12:00

Mix has resurfaced after an unpleasant hour perusing the entries for our caption competition (Mix, January 16).

Marketing Mix: The castaway client

By CONOR DIGNAM, 30 January 97, 12:00

As director of marketing for Budget Rent A Car in Europe, the Middle East and Africa, Paul Johnson ... As director of marketing for Budget Rent A Car in Europe, the Middle East and Africa, Paul Johnson spends half his time travelling. It s a necessary evil which enables him to see the other side of the hotel business, where he spent his career (with Hilton and Radisson Edwardian) until joining Budget ...

Marketing Mix: Address

By WINSTON FLETCHER, 30 January 97, 12:00

Please send your letters to: Post: Mike Hewitt, The Editor, Marketing, 174 Hammersmith Road, London W6 7JP Fax: 0171 413 4504; E-Mail: editor@haynet.com We will need your name, company name, job title and daytime phone number. Marketing reserves the right to edit letters ...

Marketing Focus: In defence of the defenders

By WINSTON FLETCHER, 30 January 97, 12:00

to mention marketing once - not once. We responded by bombarding all of those responsible and, led ... the understanding, of advertising and marketing in government circles. In the second edition of the White ... of advertising and marketing to the economy and the importance of self-regulation will continue to be crucial ...

Marketing Mix: Persuaders persuaded

By CONOR DIGNAM, 30 January 97, 12:00

Although he s bought many products on the strength of their advertising, Grey Advertising managing director Nigel Sharrocks says the ad which made the most impact on his wallet was one he saw in the 1...

Marketing Mix: Underage Saga of mistargeting

By K NAYLOR, Brighton, 30 January 97, 12:00

I am so sympathetic with Paul Hawkes s despair over untargeted mail (Marketing, January 16 ... I am so sympathetic with Paul Hawkes s despair over untargeted mail (Marketing, January 16) - the problem is, it s not always possible to carry out even the most rudimentary targeting when you re dealing with crap data! Or not dealing with enough data. Targeting is eulogised endlessly, and I ...

Marketing Mix: Copycats undermine innovators

By JOHN NOBLE, director, British Brands Gr, 30 January 97, 12:00

validity is neither whingeing nor a red herring, as Mr Stallard implies in his letter (Marketing, January ... sporting close variations of the familiar red and white livery appeared in the market place. However ... consumers and marketers alike support the creation of ever better brands, it surely must be right ...

Marketing Mix: C5 tunes in to powerful posters

By NICOLA CUDBY, marketing executive, NDL, 30 January 97, 12:00

In your article on Channel 5 s proposed programming (Marketing, January 23) you mention ... In your article on Channel 5 s proposed programming (Marketing, January 23) you mention that it is keen to attract a younger audience. Well, I for one will be tuning in, largely due ... attention and the idea was so simple. They tell you that everyone is doing it and marketers don ...

Marketing Mix: A positive vibe on the fuel front

By IAN MYERS, account director, Turnbull W, 30 January 97, 12:00

I was surprised to read (Letters, Marketing, January 16) that the commercial director of Coalite ... I was surprised to read (Letters, Marketing, January 16) that the commercial director of Coalite doesn t see the value of negative advertising for political parties, among others. Surely, he of all people realises that as far as most voters are concerned, there s no fire without smoke. ...