Features
B-to-B-to-C
A B-to-B marketing plan that advertises to consumers is not for the faint of heart. Learn how some B-to-B marketers are leveraging their ingredient brands with clients to play piggyback in their advertising and thus generate greater demand.
Beep Beep! Coming Through
Auto marketers come through in the clutch with new ways to market during the toughest car market in decades. Check out best practices from Kia, Ford, Subaru and others.
Departments
Bullet Points
Core Concepts
Retro marketing revives brands’ heydays and reminds buyers of just what they liked in the first place
Best in Class
Frito-Lay’s SunChips snack unearths a sustainable marketing strategy
How I Did It
Jennifer H.G. Connelly, former executive director of Chicago AMA
Knowledge Base
Marketing Research
Find out how Magid Abraham, CEO of com-Score Inc., earned 2009’s Charles Coolidge Parlin Marketing Research Award
10 Minutes With…
Kristin Bush, Procter & Gamble’s senior manager of consumer and market knowledge, explains how she and P&G interpret unsolicited online feedback
What’s Missing From Your Shopper Research?
Dunnhumby USA’s Scott Beck on how shopper research may be what divides winners from losers
What Post-recession Behavior Means for Marketers Today
Gongos Research’s Michael Francesco Alioto delivers research on the so-called “new consumer” and what marketers need to do now to capture her interest
Is Supplier Research Quality Improving?
Clients are happier than ever with their research vendors. Guest contributors Tim Davidson and Larry Gold explain why
Viewpoint
Social Media
Online communities are hotbeds of research insights, says Forrester Research’s Josh Bernoff. He reports on how to integrate them into your own marketing research.
Aaker on Branding
Prophet’s David Aaker believes functional benefits are all well and good, but to truly stand out your product must tap the soul. He provides a step-by-step guide to help you ascertain which deeper benefits your own product can deliver.