In an era of rapidly-changing technology, the choices for marketing dollars have exploded, and as such, it becomes more difficult to sort out the return on investment. Trade shows, print advertising, internet advertising, internet networking, direct mail and special events all compete for a piece of the marketing pie. Yet, to ignore any one of these avenues leaves the program short of its potential. Figure 1 shows the results of a recent industry-based survey conducted by Forrester Research for American Business Media that measured allocations of marketing budgets.
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