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- 01 Apr 2000
- News
Getting the Message
that has been spent on marketing brands through traditional offline media rather than online." While many observers agree with Deighton, who says that this surge in offline spending is just a "blip," they note that it highlights the importance of creating recognizable... View Details
Keywords: Susan Young
- 01 Feb 2001
- News
Drilling Down
Exchange. "The role of intellectual capital is more important in this business than any other, except perhaps the pharmaceutical and computer science industries. Oil is a hugely volatile commodity that very few people want to play in, so... View Details