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In this issue:

• Stop Perfuming the Pig: Why “real” marketing is done before the product is created
  No amount of perfume can overcome the stench of a technology product that people don’t need.

• The Online Media Room: A terrific place to market directly to buyers (yes, buyers!)
  When people want to know what’s current about an organization, it’s the first place your buyers go. Learn more about how to create a valuable online media room.
• The Power of the Persona
  A case study of how identification and application of personas improved a company’s efficiency and quality, corporate cohesiveness, focus and decision making at every level.
• Ask the Expert
  Is your company working on several different platforms? Here are some insights if you are tossed between merging platforms or picking the best in breed to eliminate the redundant systems.
• Customer Affinity: How to get it, what to do with it
  Affinity! That illusive icon in the distance that every company wants to attain. When you have it, you’re golden. When you don’t, everything’s a struggle. Here are some basic ingredients for creating customer affinity.