SKC Takes off With Icelandair
SKC reported the airline's 2000 budget will exceed $1 million and will include trade and consumer marketing, print, radio and Internet advertising and collateral.
The rallying cry that "all marketing is direct" is increasingly evident as brand marketers and direct marketers adopt key strategies from each other.
But is its performance enough to win the desired results?
It's time for marketers to think more like scientists, and evolve and adapt through experimentation.