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Friday, July 10, 2015



I enjoyed being a part of your training a couple months ago. It was a real honor to be selected as the featured kick-off speaker and share my experiences with you. The presentation was "Making Your Marketing Matter (More).” It was also my pleasure to meet and talk with many of you following the presentation. I was stuck by the eagerness of so many AZ marketers to make their marketing matter more. Accordingly, I thought you might be interested in the attached DISPATCHES’ article I wrote, “Transforming Marketing – Making Your Marketing Matter (More).” (The article mentioned appears in its entirety at the bottom of this page.)


Regardless of one’s success there’s always opportunity to make our marketing more productive. In the HBR article I referred to in my presentation, “Why Good Companies Go Bad,” the authors posited, “success breeds ‘active inertia’ and ‘active inertia’ breeds failure.” It’s no different for brands than it is for companies. We need to strive constantly to find ways to make our marketing more productive. This is all the more critical given that in our age of abundance, yet sameness in product performance, along with the aging of our population, we are facing significant price pressures that clearly favor generics. So, it’s improve or perish, or at the very least fall behind.


I hope you find this article informative and thought provoking. We are subscribing you to future DISPATCHES’ articles, which deal with all matters marketing and ways we can make our marketing matter more. However, if you do not want to receive these articles you may remove yourself from the database by clicking where noted once you begin receiving them.

Best wishes to you in making your marketing matter (more)!
Richard Czerniawski




Richard Czerniawski

430 Abbotsford Road

Kenilworth, Illinois 60043

tel 847.256.8820 fax 847.256.8847

reply to Richard: or



Mike Maloney

1506 West 13th

Austin, Texas 78703

tel 512.236.0971 fax 512.236.0972

reply to Mike: or

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