http://www.websitemarketingplan.com/small_business/marketingmix.htm

Here, I give traditional marketing examples of long term and short term strategies:

Including both short term and long term strategies in the marketing mix can make for a more profitable business.

Long term strategies build brand/company awareness and give sales revenue a permanent, gradual boost. Short term strategies create a temporary, immediate revenue boost by giving buyers an incentive to purchase.

By implementing both long and short term strategies, you can attend to immediate sales goals while building your business reputation and goodwill. Article includes examples of both types of strategies.

Short Term vs. Long Term Marketing Efforts
By Sharon Housley

http://www.websitemarketingplan.com/online/strategy.htm

Sharon explains about combining short and long term *online* marketing strategies:

In order to create consistent sales cycles and a positive growth trend, businesses usually engage in both short and long term marketing efforts. Short-term marketing efforts tend to cause sudden sales spikes, which rarely last. These sharp sales increases are usually the result of a targeted marketing campaign or time limited offer. While short-term marketing produces sales, long-term marketing efforts must be mixed in to sustain sales. The article gives examples of online programs for both.

http://www.websitemarketingplan.com/marketing-programs.htm

Some businesses tend to look at marketing as an expense that takes profit away from the company — as a luxury item to “splurge” on when they have the money — but not a necessity. This approach is short sighted. Marketing is an investment that increases profit and improves business value over time. The article explains.

American Marketing Association - www.marketingpower.com

The AMA is holding a Strategic Marketing Conference May 21-23, 2006 at The Fiarmont Hotel in Chicago, IL…

Moving Marketing Out of Crisis Mode: New Answers in a World of Competition

This strategic conference will provide answers to ongoing challenges we all face as marketers. Among the seminars and tutorials:

- Basic Strategic Planning (Diane Schmalensee)
- Why is Strategy Missing in Action? (Jack Trout)
- The 4P’s are Commodities; The 2E’s (Emotion and Engagement) Differentiate (Dr. Robert Passikoff)
- Marketing is Too Important To Be Left To Just The Marketing People (Bob Waldron)

Costs are:
AMA Member, $745
Non-Member, $1020

There are also optional tutorials on first day of the conference. See the AMA Website for more details.