A study of American consumer attitudes toward new media shows that marketing savvy, as much as technology, may separate the winners from the losers.

But the introduction had more to do with marketing savvy than a devotion to history.

Philip Morris, the industry's biggest and most influential company, is renowned for its marketing savvy.

Calagione's marketing savvy and publicity stunts helped him to market the company on a shoestring in the early years.

Altoids's marketing savvy, however, makes it a good candidate for success, he said.

That means every artist has an equal opportunity regardless of their marketing savvy or budgets.

"Any one of 50 potential people who wants Gillette's marketing savvy," one trader said.

But Unilever scientists say a little marketing savvy is needed to sell the science in Nutrium.

They have showed marketing savvy, creating audio-tours, gift shops, restaurants and blockbuster shows.

That type of new marketing savvy seems to be sweeping industry.