Speaking at the Northeast Gas Association's Annual Marketing Conference, Jim Burke addressed current marketing and planning concepts. With all the choices today's marketing decision makers have, a review of all options is essential in this competitive marketplace. Jim reviewed with Natural Gas executives an overview of concepts and planning, how to include long range goals as well as short term flexibility into marketing plans. Traditio nal medias as well as current trends including web PURLs, variable data mailings and pay-per-click advertising were scrutinized. The presentation focused on finding the right vehicle to be successful, and how to effectively use an approach in the utility industry. NGA's Annual Sales and Marketing Conference brings together 150 professionals from the regional natural gas industry to explore current topics. The most recent conference was held on February 5th at the Mystic Marriott Hotel in Groton, CT.