BMA annual conference kicks off

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Kansas City, Mo.--Bob Goranson, partner at Mobium Creative Group, Chicago, and new chairman of the Business Marketing Association, kicked off the BMA 2002 Annual Conference with a quote from Charles Dickens: "These are the best of times and the worst of times."

Pointing to the tough economy and the impact of Sept. 11, Goranson said business marketers are still trying to understand the changes affecting their companies and industries.

"The real question isn't when the economy is going to improve," Goranson said. "The real issue is whether we as business marketers are ready to face new challenges presented by shifting business paradigms, where the end user controls the buying process and the real relationship between buyers and sellers is based on the concept of reciprocal value."

Also at the conference, the Institute for the Study of Business Markets released results of its b-to-b marketing trends study, which found the two top trends are increased demand for proving the return on investment from marketing, and the need to better market the business marketing process.

--Kate Maddox

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