NEW JERSEY, January 2, 2002: OK, back to work. But first -- a little humor -- explanation of marketing. It's not exactly the subject of a CMME course, as it's purpose is to make you smile. So please, don't be offended, it's pretty harmless...and chances are, you've seen it before. If not, hope it brightens your day.

Marketing Explained...

You go to a party and you see an attractive person across

the room. You go up to this person and say, "Hi, I'm a great lover, how about it?"

That's Direct Marketing.

You go to a party and you see an attractive person across

the room. You give your friend a ten. The friend goes up

and says "Hi, my friend over there is a great lover,

how about it?"

That's Advertising.

You go to a party and you see an attractive person across

the room. You somehow get this person's mobile number. You call

and chat this person up a while and then say "By the way, I am a great

lover, how about it?"

That's Tele-Marketing.

You go to a party and you see an attractive person across

the room. You give two of your friends a ten each

to stand within earshot of this person and talk about what a

great lover you are.

That's an example of PR.

You go to a party and you see an attractive person across

the room. You convince two sex therapists to stand and

speak to this person about what a safe and effective

lover you are.

That's Thought-Leader Advocacy.

You go to a party and you see an attractive person across

the room. You recognize this person as someone you dated 10 years ago.

You walk up, refresh the memory, and get this person to laugh. Then you

suggest, "Hi, remember what a great lover I am? How about it?"

That's an example of Customer Relationship Management (CRM).

You go to a party, you see an attractive person across

the room. THIS PERSON COMES OVER TO YOU and says, "Hi, I hear you're a great lover, how about it?"

Now THAT...is the power of Branding.

PositionInk is a weekly column that addresses issues relevant to pharmaceutical marketing. If you want to contribute an article, or suggest one, please call 908-507-7379. Or email to info@rxme.com.

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