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Marketing & Competing

Fortnightly Magazine - January 15 1995

communications between corporate communicators and marketing decisionmakers. And company actions can change the company image in the minds of customers. That image is often as important, or more so, than views held by external audiences such as bond-rating agencies and security analysts. Niagara Mohawk may be the first electric utility with an individual in charge of "marketing communications" per se.

One illustration of how more utilities are playing their cards very close to the vest is the unwillingness of a dozen utility marketing managers to say anything about their emerging organizations and product development activities. "Proprietary!" was the blunt response. t

James R. Pierobon counsels energy providers on strategic marketing initiatives through Potomac Communications Group, Inc. in Washington, DC, and Houston, TX.

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