ACA'S FIRST BUSINESS-TO-BUSINESS COMMITTEE TO MEET
By Adnews Staff
The Association of Canadian Advertisers will launch its Business-to-Business Marketing Communications Committee at a breakfast seminar in Mississauga, Ont. on Nov. 11. The keynote speaker at the event will be author and consultant John Dalla Costa. He will discuss how business-to-business comanies must adopt a relational focus in their marketing strategy. The event will also provide advertisers with more information about the business-to-business initiative. Key issues the committee will look at include: research in support of the effectiveness of business-to-business advertising, the impact of new media on busines-to-business communications and relationships with adveritsing agencies. The ACA developed the initiative after a survey of its members during the 1996-97 year.