Presentation given at SoftSummit, October 11, 2005 (Santa Clara, CA), a conference sponsored by Macrovision maker of Installshield and attended by some 1,000+ independent software vendors

Argues that today we live and work in a time of extreme competition where products and brands are in excess supply. As a result, the traditional model of marketing—which is advertising centric—no longer fits. The alternative is to move towards a new model, one that represents an “extreme makeover” for marketing based on what we know works from direct marketing and marketing science.

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