FEATURES
2009 Year in Review
It was a hard year for marketers. Budgets were tight, staffs were small, but marketers rose to the challenge and great marketing was done. As the year shuffles to a close, it’s time for Marketing News’ annual review of the industry’s highlights and lowlights.
DEPARTMENTS
Bullet Points
Core Concepts
Learn about three ways to keep your marketing database clean, orderly and cost-efficient.
Best in Class
How Chapman Kelly, a small B-to-B firm, tested low-cost online marketing strategies and won big.
How I Did It
Steve Luttmann explains how he introduced an unknown Brazilian liquor to an American audience and offers up a tasty punch recipe perfect
for your New Year’s Eve festivities.
KNOWLEDGE BASE
Word of Mouth
How consumer-generated reviews extend word of mouth—and how your business can benefit.
10 Minutes With…
Larry Weintraub, CEO and co-founder of digital word-of-mouth marketing agency Fanscape Inc.
VIEWPOINT
At C-level
Michael Krauss traces the development of neuromarketing research and introduces effective, cortextapping tactics developed by Patrick Renvoise, president of SalesBrain.
Master Plan
Too-cool-for-school tactics do not a strategy make, argues Don E. Schultz, in his final column for 2009. Marketers may be confused, he says, because of the way the term “strategy” is erroneously bandied about at industry conferences.