Magazine article Marketing


Magazine article Marketing


Article excerpt

Training is becoming more important in the promotional marketing industry as it evolves so fast in terms of technique.

Working with new economy dotcom clients requires different mechanics than classic promotions for blue-chip companies. The internet, viral marketing and WAP phones are all becoming integral parts of marketing campaigns.

For more junior staff, the Institute of Sales Promotion (ISP) runs some good basic training and qualifications, such as its diploma, which swell recognised and thorough.

But it is up to individual agencies to develop training for more senior staff and ensure all levels of employee keep up with the pace of change.

It is not so much a reflection on the industry that there is little formal training for senior staff, but a reflection of how quickly and broadly the promotional marketing industry is developing.

For most agencies it is key to build up experts in different fields and establish a system for knowledge-sharing. …

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