Marketing News
September 1, 2008
Table of Contents
Features
Case Study
Cisco Connects the World
Cisco Systems Inc. changed focus from its bread-and-butter customer base of IT techies to encompass the world and all its technology users, and did so by marketing its technology’s human touch.
Qual Research by the Numbers
How many are too many? How few are too few? When it comes to doing qualitative research online, the sky may be the limit but having a clear objective will bring a big job into focus and deliver worthwhile insights.
Departments
bullet points
core concepts
PURLs—A personalized URL Web site can be an effective, relationship-building marketing tool
best in class
The Greater Houston Convention and Visitors Bureau spurs local celebs to do their civic duty
backpage
Barry Herstein, CMO of Paypal Inc.
Knowledge Base
buckling down
The latest research on the implementation of data mining systems shows how they contribute to ROI growth
10 minutes with…
Donovan Neale-May, executive director of the CMO Council
10 minutes with…
Steve Tipps, SVP and director of research and development of Copernicus Marketing Consulting
Viewpoint
guest column
Neil Holbert, a teacher, writer and researcher, and an AMA member since 1961, believes being genuine is the key to branding a political candidate at home and abroad
social media
In “Wicked Cool Wikis,” Forrester Research VP Josh Bernoff demonstrates how the collaborative tool can minimize the need for those pesky, passé e-mails.
branding
Prophet’s Kevin O’Donnell says that celebrity endorsers should be more than just a pretty face; they need to connect your consumers to your brand in a way that makes sense.