Marchand--Good News / Bad News

I can hear a few of my readers now: "You hypocrite," they're saying. "After two decades of crusading for promotion, communications or whatever you want to call it, you're telling us we ought to fall silent?" Not quite.

My message is less drastic. We need to include seeing and hearing in our definition of marketing. To do that, marketing must be understood to include a range of activities still missing from most printing company programs.