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...ident. 'Why?' asks the marketing executive. 'Everybody in our office thinks it...Delled' intoned a Wall Street Journal headline. Focusing on the main reason fo...

... industries. Agency owners and executives are basically salespeople. As such...gh the door is through the customer's head. If the customer comes to realize t...

... . It's high-tech, but it isn't useful. Give customers same-day service, and they don't need to check on when their clothes will be ready. We want to get into the E-economy, ' says an insurance agency vice president. Why? ' asks the marketing executive. Everybody in our office thinks it's the way to go, ' the vice president responds. More nonsense. Unless there's a valid, compelling reason to commit extensive resources to E-commerce, don't jump. 2. The Web isn't the only game in town. ... from dead. In fact, it appears to be becoming even more effective as the junk moves to E-mail. What finally arrives at someone's desk or mailbox has a better chance of getting attention. The rush to fax and broadcast E-mail comes under the quick hit' heading. Don't do it right, just do it fast and cheap. This idea is more menace than marketing. Whether it's advertising, direct mail, print newsletters, marketing brochures, or public relations, the goal is to understand customer needs and focus on them as ... expect a lot of things for free. And if you don't give it away, some other start-up will. So free' doesn't mean that the companies have to lose out. Advertisers are now paying visitors to visit their sites. 14. There will be no more hunters. In selling, the image of a hunter' (a male) going in for the kill remains intact. The notion of the gatherer' (a woman) as a salesperson is disdained. Now this notion is crumbling like the Berlin Wall. The ...