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Skip
Gage '63 |
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New
Gage Scholarship to benefit Kellogg and Medill students
By
Aubrey Henretty
With
a gift of $120,000, Gage Marketing Group Chairman and CEO
Skip Gage '63 has established a new fund at the Kellogg
School: The Skip Gage Scholarship in Marketing. It will benefit
Kellogg students in the Integrated Marketing Communications
Program at Northwestern's Medill School of Journalism or Medill
students who also study at Kellogg.
"This
cooperation between advertising and marketing is more important
than ever," said Gage, who holds a master's degree in
advertising from Medill in addition to his business degree.
Himself a beneficiary (and, more recently, a benefactor) of
an athletic scholarship from Northwestern University's tennis
team, Gage hopes the scholarship will help a new generation
of marketers and advertisers harness the power of the Internet
— a challenge today's business leaders are still struggling
to meet.
"I
think they can find where the eyeballs are," Gage said.
"What they haven't figured out is what's effective, what
will change behavior." Gage contends that as firms consider
whether and how to market their products online, they should
remember that some products are better suited to Internet
marketing than others. It has become automatic, for example,
to comparison shop for cars online, but what works for minivans
probably won't work for everything: "If you're selling
toothpaste, it's quite a bit different."
He
adds that, having grown up with the Internet, many current
MBA students possess an untapped, native understanding of
its laws. "Communication is moving to the Internet,"
said Gage. "It's a very exciting time."
The recipient of the inaugural Skip Gage Scholarship is Christopher
Hamilton '08. A 2001 cum laude graduate of the University
of Notre Dame, Hamilton is majoring in marketing and management
and strategy at Kellogg. He has been active in the school's
Marketing
Conference and also is a consultant for the Neighborhood
Business Initiative, which offers strategic marketing
advice to local nonprofit organizations.
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