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Article: The year's best marketing campaigns. (Software Marketing Summit Awards) (Industry Trend or Event)
- Article from:
- Soft-Letter
- Article date:
- September 30, 1996
CopyrightCOPYRIGHT 1996 Aegis Resources, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Earlier this month, we hosted our third annual Software Marketing Summit Awards. This year's winners and finalists are examples of the industry's best (and most effective) marketing communications work, and they also reflect some important trends in overall strategic thinking. So we've decided to dedicate an issue to a review of the 20 award-winning entries in the Summit competition's seven categories.
If there's a common theme in this year's campaigns, it's probably an increasing awareness of market segmentation. We rarely hear talk any more about marketing programs aimed at generic "business users" or "corporate buyers." Instead, a growing number of software ...