Features
Marketing in 2011: Looking Back Means Looking Ahead
Just as Marketing News predicted in January, 2011 was a galvanizing year for mobile marketing and the debate over consumers’ online privacy—two issues that will continue to define marketing efforts in the new year.
Editor’s Picks:
The Year Ahead: Marketing in 2011
The Tao of Mobile
Behave
The Bugaboo of Behaviors
How Economic Confidence Affects Marketer Spending
Christine Moorman, director of The CMO Survey, dives into the data to examine whether marketers, like consumers, exhibit more conservative spending behaviors when the economy contracts.
Departments
The Buzz
Check out the AMA’s latest lineup of conferences and events, and learn how you can join the action.
Core Concepts
This holiday season, say thank you the right way with a customer appreciation program that builds brand awareness and loyalty, and drives future sales.
Problem solved
Organic chocolate brand Green & Black’s steps up its experiential and digital marketing efforts to sweeten its brand image among chocolate enthusiasts.
10 minutes with…
Carolyn Heller Baird, global CRM research lead at IBM Corp.’s Institute for Business Value and global director of the 2011 Global CMO Study, discusses which metrics matter most to CMOs today.
Editor’s Picks:
The 21st Century Marketer
Expert Assessment: Executives Don’t Care About Your ROMI
How I do it
Dick Lynch, CMO of Popeyes Louisiana Kitchen, explains how he brought the fast-feeder back to its roots.
AMA community meetup
Check out the AMA’s latest lineup of conferences and events, and learn how you can join the action.
Editor’s Pick:
AMA event calendar
Viewpoints
At C-level
To close the gap between your team and your sales colleagues, make sales enablement a priority in your marketing strategy, says columnist Michael Krauss.
Master Plan
CMOs are ill-prepared to face the challenges presented by a marketplace that’s evolving at warp speed and yet another marketer-led seminar is the last thing they need, writes Northwestern’s Don E. Schultz.