Kodak’s Jeffrey Hayzlett Authors Chapter in New Book on Marketing Leadership

Hayzlett stresses that campaigns that utilize the Web and e-mail to reach customers, in addition to print, create the most impact. Successful communications programs utilize highly customized, information driven, cross media tools to reach audiences at multiple touch points.

He cautions companies not to get caught up in making strategies perfect. “It is important to be true to your brand, but that doesn’t mean you have to spend so much time aiming for perfection that you never make it off the ground,” writes Hayzlett. “Just because something has been done one way in the past doesn’t mean we can’t do it differently in the future. We have to focus on operating procedures that will help us eliminate waste and gain greater time to market.”