Features
The Unmarketables
For brands and businesses that have fallen out of favor with customers, marketers have to go back to the drawing board to craft messages and promotions that can revitalize lackluster images. Marketing News takes a look at five examples of business segments in need of some renovation and rejuvenation.
Made for Each Other
Marketing and sales serve complementary functions, but at many organizations, they’re less a well-functioning team and more a pair of mismatched partners. Here’s how to create a harmonious union.
DEPARTMENTS
Bullet Points
Core Concepts
Are you podcast-ready?
Best in Class
Dunkin’ Donuts hits the sweet spot with its integrated marketing efforts.
Knowledge base
Promo Marketing
Savvy marketers are confronting this recession’s assault on their bottom lines with creative, brandbuilding promotions.
10 minutes with…
Terri Corcoran, vice president of ad sales marketing at HGTV and DIY Network.
Event and experiential marketing
10 minutes with Mike Hersom, president of Ignition Inc., who discusses how event and experiential marketers can—and must—adopt sustainable practices.
Viewpoint
Master Plan
Don E. Schultz says that to win in this customercentric, word of mouthdriven marketplace, marketers have to leave the old push models
behind and harness the power of peer persuasion.
At c-level
Michael Krauss checks in with Al Saltiel, vice president of marketing for Navistar International, Corp., to discuss how authentic and creative
marketing messages can cut through the clutter to position a new product for the long haul.