Is Content the New Ad and Tagline?

Dr. Kotler: If you are trying to build a strong relationship with customers, you can do that by constantly trying to sell them. That's getting not only expensive, but it gets trite after a while. You should know enough about the customer to know what he or she is interested in and send him some interesting content. The hardest thing will be to measure the rate of return on marketing investment in content,. But it's becoming very popular for large companies to put together.