The ABBA DMU

First of all: Yes, we are all big geeks. Every sentence we've said the last two weeks have included some sort of marketing term.

However. Revising for my integrated marketing communications exam I got a bit bored. Sometimes that just ends up in laziness, sometimes it leads to creativity. The latter was the case with this (ps. all creativity is good creativity).

For decision making units, you know the acronym PAGES? Well it's in the marcoms book by smith and Taylor and probably in a lot of other places too, but I've got a better one. Inspired by Taylor's Arnie-approach I decided to do one more appealing to me. I went back to my Swedish roots and would like to introduce the ABBA-DMU:

Starter - "gimme, gimme, gimme"

Adviser - "knowing me, knowing you"

Gatekeeper - "man in the middle"

Purchaser - "money, money, money"

End user - "the winner takes it all"

Much better, too bad there were no questions about the DMU in the exam..