Brand Awareness: Your Attention, Please

When I began writing for MM in January 1995, this column carried this tag line: "There are two primary objectives in continuing professional education--to fill the seats with the right people and to make sure good things happen once they are in their seats."

At its most basic level, "filling the seats," otherwise known as marketing, begins by generating attention for the existence of our programs, products, and services. The marketing goal of generating attention for our offerings is

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