Latest News > Media Release
2 December 2009
To Push or to Pull? That is the Question...
In an exclusive workshop preceding the 2010 AANA Congress on 12th of February, Doctor Don E. Schultz, international speaker and Professor Emeritus from Northwestern University's Medill School in Chicago, will address the topic of “Marketing in a Push and Pull Marketplace”.
This interactive and invitation-only workshop will take place from 9.30am – 11.30am at Dockside, The Balcony Level, Cockle Bay Wharf, Sydney and is proudly sponsored by Australia Post.
Dr Schultz will explore recent shifts in consumer media usage, the resulting four major marketing changes for the push-pull marketplace and how to build “Listening”, not just “Talking” organisations.
“In the digital era, the consumers are in control and have changed the system," said Dr Schultz. “Marketers need to ensure that their messages aren’t just being distributed but are being received.”
Often referred to as the "father of integrated marketing", he will also bring his expertise on the globally proven 5-step integrated marketing communication process.
“With escalating media fragmentation, marketers need to devise integrated campaigns in order to effectively communicate with consumers,” said Scott McClellan, CEO of AANA. ‘We are thrilled to have Don imparting his wealth of knowledge to a selected group of our industry’s top leaders”.
Dr Schultz is the author or co-author of 25 books on marketing and communication and brings to Australia current research and teachings on communication integration, branding and the financial measures of marketing and communication. He has been named American Advertising Federation “Advertising Educator of the year”, and Sales and Marketing Management magazine named him one of the 80 Most Influential People in sales and marketing.
For further information: Scott McClellan, Chief Executive, AANA (02) 9221 8088, http://www.aana.com.au/Workshop.htm