Viewpoint

Refocus Your Investment – Less is More

by Jane Hodson

Think first about focusing investment on those customers that really count.

Activate Customers with Sales Promotion – Don't Subsidize Them

by Garth Hallberg

Get a higher return from your promotion spending.

Towards Fluency – Online Goes Mainline

by Victoria Moffatt

Online interactive marketing is experiencing a moment of epiphany in the world of relationship marketing.

Latest Internet Secret Revealed: Improved Media Mix

by Gerard Broussard

Web effectiveness is being achieved for both branding and direct response campaigns.

Improving Marketing Effectiveness

by Neil Woodcock, David Williams

Optimizing marketing effectiveness is powerfully correlated with business performance.

* A selection of articles from Viewpoint 07. If you would like to receive a hard copy of this issue, please email reimer.thedens@ogilvy.com with your request.