The devil and the deep blue sea; if you don't know where you're going, you'll end up somewhere else; sorting the wheat from the chaff; market research - the beginning of wisdom, Peter Hutton and Robert M. Worcester; six ways to make advertising more productive (instead of just creative), Robin Wight; corporate image - credo or convenience?, Wally Olins; public and media relations - well informed publics?, Jeffrey Lyes; below-the-line literature - indulgence or lifeline, John Drewry; relationship marketing - it takes two to tango!, Stewart Pearson; geodemographic segmentation - knowing where you are and where you're not!, Richard Webber and Jim Hodgkins; telemarketing - getting ever closer to home!, Wendy Aldiss; new technologies - anticipating their impact, Monica Seeley; making sense of the choices - common ground, valuable differences?; now sell it to your boss - back to the start line.
