It is easy to waste money advertising in Technology Businesses – especially when one is selling to industrial clients. It is taught, and many believe, that there is a direct and positive correlation between advertising and revenues. This may be the case when it comes to consumer products, where prices are low, distributors insulate you from the customer, and customers are too many to market directly to. But when it comes to manufacturing industries, sheer scale differences mean that most marketing is better done . . .

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Maxims: Advertising should be primarily used for imprinting your brand on the minds of senior customers and investors.

In this issue: Return on Advertising, Coke™ Pepsi™ TEL Nikon KLA-Tencor Applied Materials GCA Eaton Perkin-Elmer Motorola and Fairchild