In 1996-7, Etzel served as chariman of the American Marketing Association, the largest professional organization of marketers with 40,000 practitioners, academic and students worldwide. This role allowed me to interact with practicing marketers in a wide range of professional capacities and to stay abreast of what's going on in marketing. The biggest development in marketing is the increased utilization of databases in decision making.
Databases make the identification of niche markets possible.
About Successful Marketing. But, successful marketing also includes significant elements of imagination and creativity. Part of the attraction is the absence of rigid formulas.