While technology, communications channels and media usage habits change over time, the fundamentals of profitable business-to-business marketing do not.
In this excerpted video from a live staging of the classic McGraw-Hill "Man in the Chair" ad at the Business Marketing Association's 2009 national conference, opening speaker Ralph Oliva, executive director of the Institute for the Study of Business Markets, drives home the fundamental similarity between how buyers and sellers built awareness, credibility and business relationships 50 years ago and how they continue to do so today, albeit with many new and revolutionary tools and techniques at their disposal.
For more information on BMA's "UNlearn" conference and to see the original "Man in the Chair" ad, go to http://www.marketing.org/conference. and view ad http://www.marketing.org/images/Mcgraw-Hill.ad.jpg
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