The Marketing Mix

It never ceases to amaze me that, for the most part, the marketing sophistication of the jewelry industry at the manufacturing level is at best primitive. From mid-February until the third week of May, JCK magazine's phones ring off the hook with phone calls from desperate manufacturers trying to gain entrance to the JCK Las Vegas Show. They promise anything—never-ending advertising in the magazine, the best dinner in Las Vegas—if only JCK will help "get them into the show." The JCK Las Vegas Show has become an important part of the marketing mix for jewelers and manufacturers. Last year more than 22,000 people who buy product from over 7,000 companies came to Las Vegas to do business. This year we expect the numbers to be higher—not because trade show organizers always report increases over the prior year's show, but because of the soft Christmas selling season and the lackluste

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