Search

The article, a special advertising section of this issue, examines customer loyalty programs and their use in marketing. The impact of customer loyalty programs on the financial services industry is discussed. Suggestions for customer loyalty program management are presented. It is stressed that such programs must be integrated into an overall approach to customer services.

The article, part of a special advertising section, discusses so-called "shopper marketing," direct and relationship marketing to consumers presented in retail stores. The need for collaboration between manufacturers and retailers of consumer products in making such marketing effective is discussed.

The article focuses on the emphasis of U.S. department-store company Macy's on local marketing to combat the recession. In the middle of 2009, Macy's launched My Macy's in 20 markets to provide its customers with personalized products. The move came after its chief marketing officer (CMO) Peter Sachse returned to the company in 2007 and implemented the directive of chief executive officer (CEO) Terry Lundgren to get to know its customers. Executive vice president (EVP) for marketing Martine Reardon has five regional offices for the purpose. INSETS: ADDING 'EXPERIENCE';Taking Americans' Health to the Max.

In this article the author discusses the mass customization of marketing, in which marketing firms attempted to offer consumers products that met their needs exactly and attempted to allow consumers to become involved in developing products. She is critical of the idea of mass customization and suggests that it confuses consumers by giving them too many choices to consider at one time.

The article, part of a special advertising section, focuses on marketing aimed at college students. Relationship marketing is seen as the most effective means of reaching college students as consumers. Marketing executives from companies which specializing in marketing to college students discuss techniques they feel were especially successful.

The article focuses on Twitter Inc., the Internet industry firm which operates the microblog and online social network of the same name. Corporate marketers are increasingly using Twitter as a means of Internet marketing, particularly in customer relations. However, the company itself has yet to find a means of translating that activity into revenue.

In this article the author discusses problems which many companies and industries have when attempting to form and maintain relationships with consumers. He is critical of a lack of respect and a failure to listen to consumers which is seen in many companies and industries. Also discussed are changes that the companies and industries could make to achieve better relationships with consumers.

The article presents the author's thoughts on the concept of customer engagement in marketing. He discusses the importance of engagement and the difficulty of defining what it is. It has to do with keeping customers involved with a brand, which requires appealing to the customer's interests and attachments that go beyond the brand itself.

The article reports on the plan of Batten Barton Durstine & Osborn (BBDO) to expand its relationship with the world's largest advertiser Procter & Gamble (P&G). BBDO will use its Gillette case history as a springboard to make presentations to P&G. P&G awarded BBDO's Proximity division in Europe a relationship marketing assignment across 13 countries. BBDO CEO Andrew Robertson convened a three-day summit of top-office CEOs and network regional leaders to study the packaged-goods marketer.

Presents insights on the importance of expressing emotional connection with consumers to product marketing. Metaphorical implications of emotional benefits; Background on the Orthodox branding's categorical demand for emotional connection; Factors to consider in achieving marketing success.