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The article discusses sports marketing. The Heat Group's upgrade of the AmericanAirlines Arena in Miami, Florida is mentioned. The firm's president of business operations, Eric Woolworth, comments on relationship marketing. Executives talk about their companies' marketing strategy including George Pyne of IMG and Todd Siegel of Fox Cable Sports.

The article, part of a special advertising section, focuses on marketing aimed at college students. Relationship marketing is seen as the most effective means of reaching college students as consumers. Marketing executives from companies which specializing in marketing to college students discuss techniques they feel were especially successful.

The author discusses how marketers are increasingly using integrated marketing campaigns that use promotion as their core competency. The author asserts that with promotion taking on an ever greater role in marketing campaigns, and with the lines between the traditional marketing elements being blurred, marketers should begin referring to marketing communications itself as integrated marketing. The author also explains what elements create a successful integrate marketing campaign.