iMedia: DaimlerChrysler's Bonita Stewart

iMedia interviewed DaimlerChrysler's Bonita Stewart, its head of interactive communications. Bonita works within the traditional manufacturer-dealer structure, where the customer relationship is jealously guarded by the dealers, limiting the potential power of some direct online marketing efforts. Online spending is up 30 percent at DaimlerChrysler, where much internal education is underway to get executives to trust the very positive figures coming out of those efforts.