FEATURES
Marketing Help—and Hope
Nonprofit marketing is the Big Easy isn’t all that easy, as Marketing News’ Staff Writer Elisabeth A. Sullivan learned when she visited two celebrity-linked nonprofit groups helping to ease the burdens of poverty in Louisiana. Highlighted are Brad Pitt’s Make it Right Foundation, which is helping to revive New Orleans’ Lower Ninth Ward, and Emeril Lagasse’s foundation, which provides funding to help kids learn about food and health.
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Editor’s Picks on MarketingPower.com:
Nonprofit Organizations Lead the Way in Social Media Adoption
Red Cross’ Haiti Fundraising Leverages Mobile Marketing
Nonprofit Marketing Conference: Achieving Success in Unprecedented Times
Nonprofit Marketing Special Interest Group
Take Responsibility
Corporate social responsibility programs are gaining attention in business-to-business firms as a way to reinforce company positioning and strengthen employee morale. Learn how you can apply a CSR program in your own B-to-B environment. This story covers CSR programs being implemented by Intel, Addison Whitney and LifeSize Communications and includes expert commentary from thought leaders in the CSR community.
Editor’s Picks on MarketingPower.com:
How Corporate Social Performance Influences Financial Performance
Making the Most of Corporate Social Responsibility
Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility Perceptions
The Case of the Missing Research Insights
Mystery shopping can be a valuable qualitative tool to uncover consumer perspectives and provide actionable insight on how to improve your business and get a leg up on competitors. By letting marketers see through a customers’ eyes when a buying decision is made, it provides honest, accurate insights that can be compared to the competition in a meaningful way. This article covers the five steps to creating a successful mystery shopper (or secret shopper) program.
Editor’s Picks on MarketingPower.com:
A Prescription for Continued Growth
Maintaining the Customer Experience
Do Satisfied Customers Buy More?
DEPARTMENTS
The Buzz
The latest news and views for May 30, 2010.
Core Concepts
Do your research reports bore readers to tears? Turn those tears into ones of joy with these writing tips.
Editor’s Picks on MarketingPower.com:
Make Your Pen Mightier
Problem Solved
An aviation electronics firm, EMS Aviation, maximizes its trade show investment with clever pre-event marketing. Learn how marketing helped it exceed its sales goals in fewer than 25 working days.
How I Did It
The CMO of the American Red Cross, Peggy Dyer, explains how she raised $418 million for Haiti after just six months on the job.
AMA Community Meetup
Check out the AMA’s latest lineup of conferences and events and learn how you can join the action.
Editor’s Picks on MarketingPower.com:
AMA Events
VIEWPOINTS
Social Media
Viewpoint on Social Media: Is Your Agency Relationship Past its Expiration Date?
Sometimes relationships go sour. In this column, Forrester’s Josh Bernoff points out the red flags that signal an agency relationship that must come to an end.
Editor’s Picks on MarketingPower.com:
Archive of Josh Bernoff’s social media columns.
Aaker on Branding
Viewpoint on Branding: Japan Builds Brands to Last.
Prophet’s David Aaker takes a long-view look at brand-building efforts in Japan and explains what an investment in brand equity means for marketers Stateside in this Marketing News column.
Editor’s Picks on MarketingPower.com:
Archive of David Aaker’s columns on branding.