Features
Segmentation Reexamined
By Dave Singleton
Look at segmentation to determine where a brand should play—based on its ability to win.
Beyond Listening
By Charles Wilson
Optimize value-added information in the customer information exchange.
Social Media ROI
By robert Duboff and Scott Wilkerson
Marketers are seeking to answer the “greatest question.”
Voice-of-Customer Methods
By Robert G. Cooper and Angelika Dreher
What is the best source of new-product ideas?
SpotlIght
Pharma Exec Andy Schmeltz
An Exclusive Interview Pfizer VP of commercial development discusses firm’s goal to be a part of health care solution.
InsIghts
Branding
Brand Apathy Calls for New Methods
By Don E. Schultz
Turn customer preference from “no brand” to “some brand.”
Loyalty
A Different Tale of Two Cities
By Lawrence A. Crosby
Learn to understand the bases of brand community.
Encourage Sharing of Local Practices
By Michael R. Czinkota and Marc Falko Schrader
If only global firms knew what they know about local marketing.
Strong Sales Reflect Rebound
By Christine Moorman
The CMO Survey reveals marketers’ optimism about potential revenue.
Consumers
The Keystone Is Fairness
By J. Walker Smith
Companies need to learn to treat consumers fairly.
Idea Exchange
Social Networks and Customers
the adage “It’s who you know” still applies today. consider how these
relationships affect customer adoption of new products, particularly in the context of social media.