Features
Marketing Across the Americas
Marketing News checked in with our neighbors to the north and south—from Canada to Argentina—to discover how brands that excel in their local marketplaces are building brand awareness, boosting sales, fostering customer loyalty and staying true to their brand promises.
Editor’s Picks:
Brand Power²
Cognos Inc.
Prêt-à-Voler
Podcast: Executive Conference Call: How Telecom Can Build a Proactive Customer Retention Program
The State of Globalization and Localization
Staff Writer Piet Levy moderates a special-edition panel discussion on how global brands adapt their marketing strategies to fit local markets. Donna Sturgess from Buyology Inc., Mary Garrett from IBM and Alexander Schlauvitz from Intel share their insights.
Editor’s Picks:
The State of Digital Marketing
The State of B-to-B Marketing
Mi Casa Es Su Casa
New Hispanic immigrants are a burgeoning customer segment. Here’s how to leverage marketing research to welcome them home.
Editor’s Picks:
Marketing to Hispanics Still Important Despite Controversy, Marketing News Exclusives, August 19
Don’t Just Translate, Relate
La Musica to Their Ears
Podcast: Marketing News Presents: Marketing to New Hispanic Immigrants
Departments
The Buzz
News and notes from around the AMA and marketing.
Editor’s Picks:
AMA’s Job Board
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:
AMA Event Calendar
Problem Solved
A Paris-based croissant chain goes high-tech to improve its customer loyalty program
10 minutes with…
Vicky M. Wong, president and CEO of DAE Advertising Inc., discusses why and how marketers should target the Asian-American audience
Editor’s Pick:
Cultural Map of New America Reveals Blurring of Ethnic Boundaries
How I do it
John Gallegos, president and CEO of Hispanic marketing agency Grupo Gallegos, shares tips on how to modify general-market campaigns for the Hispanic audience
Guest Viewpoints
Globalization Does Not Imply Homogenization
The world might be shrinking, but local cultures still hold sway over global brands’ success, says guest columnist Nigel Hollis, executive vice president and chief global analyst at Millward Brown Inc. and author of The Global Brand.
Editor’s Pick:
10 Minutes With … Nigel Hollis
The Undeniable Importance of Hispanics in the Marketing Mix
Guest columnist Ricardo Quayat, executive creative director at Hispanic direct marketing agency Rauxa Roja, provides keys for connecting with Hispanic consumers.