Features
Building a Better Brand
Aerospace powerhouse Boeing knows how to make planes, satellites and defense systems, but for more than 30 years it struggled to create a unified brand strategy that would be relevant to its many business facets. In 2008, the company devised a marketing plan that took flight.
Grow Your Green
Green marketing is a growth industry. Find out if you have what it takes to be a green marketer, explore the latest educational resources and uncover what industry experts think about the future of green.
Departments
Bullet Points
Best In Class
The Chicago Blackhawks hockey team languished in obscurity until marketing, and sharp play, snatched it back.
Core ConceptsMind your *’s and #’s when putting mobile coupons into your marketing mix.How I Did ItCarrie Heinonen, VP of marketing and public affairs at the Art Institute
of Chicago.
Knowledge base
Don’t Just Translate, Relate
Why market researchers must remain flexible when studying Spanish-dominant multicultural segments.
10 Minutes with...
David Morse, president and CEO of New American Dimensions, explains how to uncover multicultural research insights with your budget in mind.
Viewpoint
At C-Level
Michael Krauss sat down with investment capitalist and Internet technology pioneer Jamie Crouthamel to find out which technology trends leading marketers should be paying attention to.
Master Plan
Many marketing decisions are based on accumulated customer data and predictions of what that customer will do next. But now that the economy has tanked, leaving that customer to operate in a new economic reality, Don E. Schultz asks what all that data is worth.