Search

The article discusses sports marketing. The Heat Group's upgrade of the AmericanAirlines Arena in Miami, Florida is mentioned. The firm's president of business operations, Eric Woolworth, comments on relationship marketing. Executives talk about their companies' marketing strategy including George Pyne of IMG and Todd Siegel of Fox Cable Sports.

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.

This article deals with the successful brand marketing efforts of Vans. The Vans Song by The Suicide Machines has played a key role in the brand's success in urban markets. The brand promotes itself around what Vice-President of Marketing Doug Palladini calls the four pillars of Vans culture: action sports, music, street culture and art. Perhaps its greatest accomplishment has been maintaining its aura of authenticity while ramping up its message to consumers through its active promotions and partnerships. INSET: Blog This!.

Opinion. Discusses the unlimited potential of relationship marketing via the Internet. How this technology can enhance your relationship marketing efforts; Information on the interactive aspects of the Internet. INSET: What's in a name II, by Audra Potz..

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.

The author reflects on the lack of companies that dedicate their time and resources to building strong relationships with customers. He reveals the principal reason behind this oversight. He proposes the creation of a new position, the vice president of High-Touch Marketing (HTM). He explains the job responsibilities of the VP of HTM. He describes the relationship marketing strategy adopted by Safeway.

Focuses on the loyalty club program TripRewards launched by Cendant in October 2004. Details of the development of TripRewards; Background on the obstacles faced by the program; Retailers which are partners in TripRewards' network.

The author offers opinions on the use of customer loyalty reward programs in marketing. It is argued that such programs are an inefficient means of marketing, as they do not offer sufficient reward to create loyalty in the vast majority of consumers who are only occasional users of a product or service. The use of Internet marketing and marketing research to improve means of communication with occasional customers is urged.

In this article the author presents his views on advertising effectiveness. He questions why advertisers ask consumers about the effect that advertising has on them. He also criticizes questions asked by marketing researchers and states that there is a disparity in how consumers view themselves. Suggestions on how to ask consumers questions is also provided.

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 author offers opinions on marketing management. The use of so-called "crowdsourcing," using communication with a corporation's employees and consumers to create marketing and advertising, is seen as a valuable tool for marketers. Examples are presented of crowdsourcing which the author considers successful, including the contest run by the snack food Doritos in which consumers create Super Bowl television advertisements.

The author offers opinions on marketing management. The recession is seen as requiring marketing executives to more fully understand the nature of brand choice by consumers and the entire shopping experience. The importance of in-store advertising and product positioning by enhancing the retail shopping experience is stressed.

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 examines the retail industry's fall 2007 media buying strategy. According to the article retail chains are focusing on efforts that combine entertaining and educating the consumer, and to do so they are using such marketing channels as the internet, kiosks, and other options. The article explains that though television advertising is still critical to retail chains, the advertisements success with consumers is more closely analyzed.

The author discusses how marketers are increasingly using integrated marketing campaigns that use promotion as their core competency. The author asserts that with promotion taking on an ever greater role in marketing campaigns, and with the lines between the traditional marketing elements being blurred, marketers should begin referring to marketing communications itself as integrated marketing. The author also explains what elements create a successful integrate marketing campaign.

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.

Comments on the significance of print media to relationship marketing. Information on the nature of the media-planning process; Categorization of magazines in media-planning; Factors to be considered in print planning.

Presents calendar of events in the marketing industry for June to October 2004. Ad Club Breakfast to be held at Met Life Building Sky Club in New York on June 29; National Center for Database Marketing conference & expo on July 12-14; Internal branding conference by Advance Learning Institute at Drake Hotel in California on August 3-5; Advertising and marketing to kids seminar at Grand Hyatt in New York on July 29; Golf Europe 2004 trade show on October 3-5.

Reports on the success of the relationship marketing unit formed by Snapple Beverage Group. Move of the company to license its trivia idea for games and desktop calendars; Remarks from Lewis Goldstein of Snapple on the idea; Creation of Snapple bottle key chain flashlight by Basic Fun.

Discusses the need to improve the agency-client relationship. Reasons for the ineffectiveness of technology companies' advertising; Factors to consider by agencies in understanding the needs of their clients; Importance of technology improvements to agencies in meeting the needs of their clients.

Reports that Ford Motor Co. may skip television (TV) advertising for its Thunderbird models in the United States as of January 2001. Reason for its skipping of TV advertising; Details on its plan on relationship marketing.

Discusses the growth in the use of relationship marketing in the United States. Types of relationship marketing strategies used by various companies; Two most popular relationship marketing strategies in use; Details on these two strategies.