Commoditising the market a strategy which never works

Vogiatzakis, Andreas
August 2003
Media: Asia's Media & Marketing Newspaper;8/22/2003, p15
MindShare's annual client surveys have revealed that the focus of priorities has gradually moved away from price, with the most recent annual survey indicating that the top three elements that clients seek are, strategy, media creativity and consumer understanding. Naturally, as the media environment becomes more complex and consumers have more choice and power over what they want to see, read and hear, reaching them not only efficiently but also effectively becomes paramount to the client's marketing strategies.


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