On the threshold to a new century:
Marketing communications in a digital reality

0845 to 0900 Coffee and registration

0900 to 0915 Introduction

0915 to 1015 Where are we heading?

The technological development.
Where are we, to where are we going.
Convergence: The melting together of technology and media and the change of the value chain.
Internet on TV - likely development.
"Webcasting" or TV-programmes on the PC.

1015 to 1030 Coffeebreak

1030 to 1130 The digital economy puts some demands on important strategic choices.

When customer relations are more important than the product itself, location is no longer an issue and databases take over the business, what do you do then?
Important marketing trends in the digital economy
Critical factors of success in the digital economy
New forms of creativity
Marketing communications as a driving force in the new dynamic value chain
How many relations are we able to handle
Cases from the US

1130 to 1230 Lunch

1230 to 1330 It's OK with Internet, but

1330 - 1345 Coffeebreak

1345 to 1445 New Advertising Models and Opportunities in the Interactive Age

Alan Cooper, Strategic Business Analyst, Managing Change, UK (www.managingchange.com)

1445 to 1455 Short break

1455 to 1545 Branding on the WWW