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Powerful e-Marketing Event Hosted by GW Department of Marketing

Presented in cooperation with the Department of Marketing, School of Business, the Direct Marketing Association of Washington held its 4th Annual E-Marketing Day at the George Washington University on Friday, October 13, 2006. Dr. Salah Hassan, Marketing Department chair, opened the conference to a packed audience of 125 registered participants. In his opening remarks Dr. Hassan said, “THE FUTURE OF MARKETING IS NOW and e-marketing has created profound changes in the way we market products and services.” The Marketing Science Institute recently issued its research priority report for 2006/08 with an overarching theme which MSI calls “The Connected Customer.”

“To connect customers through creating communication networks,” Dr. Hassan added, “it is going to facilitate more effective marketing programs in B-2-B and B-2-C settings and through creating consumer-to-consumer e-communities. These networks together are changing the way we think about marketing”.

Keynote speakers included representatives from JupiterResearch, Forrester Research, Advertising.com, NPR Digital Media, among others. This full-day event was attended by practitioners from across the United States, as well as faculty and students from schools throughout the mid-Atlantic region. Attendees heard updates and pointers on the hot tools that work for marketers online, as well as getting sneak peeks at what’s on the horizon, including new spam filters, blog applications, podcasting, RSS, and Email Labs. Speakers covered best practices for nonprofit, business-to-business, and business-to-consumer marketers who use email and internet as primary channels or as part of an integrated marketing strategy.

GW Marketing Professors Bob Dyer and Marilyn Liebrenz-Himes were among the presenters for this e-marketing event. Their session, E-CRM Conversion, revolved around the results from their recently completed study of client relationship management, funded by their year-long grant from the Society for Marketing Professional Services Foundation. Assisted by marketing doctoral candidate Hamed Shamma, they discussed the potential impact CRM systems can have for firms, including benefits and costs. Their presentation concluded with an assessment for those considering the question: Are you ready for CRM?