The second problem with advertising is that it is a one-way mechanism of communication. As the emphasis shifts more and more from selling product to creating relationship, the demand for a two-way means of communication increases. Companies do not get it right the first time. To pick two current market-leading examples, the first Macintosh and the first release of Windows simply were not right—both needed major overhauls before they could become the runaway successes they represent today. This was only possible by Apple and Microsoft keeping in close touch with their customers and the other
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