17 janeiro 2003

A Study in Guerrilla Marketing: A company has a product it wants to sell to other businesses. It releases a study highlighting the deficits in related products in its industry. Moments later, the company announces a solution to the problems.
Is this clever marketing or a sleazy business practice?
For the most part, it's a typical public relations maneuver, analysts say. Companies often dispense information on a product and include statistics about why it is needed. But, analysts add, if a company is serious about selling its product, it's best off not slamming the companies it intends to bring on board as customers.
That's essentially what Keynote Systems, a company that monitors the performance of Internet networks and applications, did when it released a study this week pointing out that 7.5 percent of short text messages sent over cell phones get "lost."

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