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Advertising ambassador explains the reinvention of marketing

Shereshewsky, right, receives an award from Raj Veeramani, director of the E-Business Institute.
Madison, Wis. Marketing in a digital universe is a brave new world of advertising, says Jerry Shereshewsky, ambassador plenipotentiary to Madison Avenue for Yahoo.

A University of Wisconsin student (and cohort of former Madison Mayor Paul Soglin......

Full article >>> The whole purchase decision process has been turned upside-down, he said, and recalled that during his wifes recent car purchase, the salesman was reduced to the role of order taker.

He said that marketers must find a currency to keep consumers interested in their product, and used the example of American Airlines Advantage Points. They reward the customer for being loyal, and the custom......

Full article >>> fore a date for coffee.

The customer has to be courted, wooed, and paid for their attention, he said, and must lower the customers risk of encounter by asking for a maybe instead of a yes.

He said the relationship between company and consumer must be based on mutuality, and that companies can now afford to be patient because online, companies can reach customers again and again f......

Full article >>>
'"/> By Karla Wotruba 10/01/04

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