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May 18 , 2009, Vol. 6, No.7
Marketing Industry News & Features
Published biweekly exclusively for AMA members, this e-newsletter updates readers on the latest happenings in the marketing profession through news briefs, in-depth features, and interviews.
Prosumers Can Offer Researchers a Creative Boost
A number of years ago, British Airways was looking to challenge American Airlines and Virgin Atlantic for dominance of business-class travel on the airlines’ transatlantic routes. The research team took an unusual step. They set up focus groups that involved the usual target - regular business travelers. But they added product-development and marketing professionals who frequently traveled from New York to London, precisely the kind of professional that would typically be intentionally screened out.
Infiniti and Beyond: Laddering Up to New Product Success
How can you connect customer values to those of the brand when embarking on new innovations? That is the challenge Nissan faced recently when it was evaluating various technology features for its Infiniti brand.
Listen Up! Insights from Online Consumer Conversations Expand Research Role
It is important for market researchers today to listen more closely to consumers even at a time when the level of noise has become heightened making it more challenging to discern quality consumer insights.
Packaging Made Perfect: Breakthroughs with Left and Right Brain Brainstorming
After spending 100 years in the same yellow box, Argo Corn Starch received a major makeover thanks to innovative qualitative techniques using left-brain and right-brain brainstorming that led to packaging breakthroughs.
Announcements
Put the Web to Work for Your Nonprofit
Are you working the web for the benefit of your nonprofit? Learn how to harness the power of social media and networking to mobilize online support during the AMA’s 2009 Nonprofit Marketing Conference to be held in Chicago July 15-17. Plan now to learn the latest insights by industry experts including those from Blue State Digital, The Ad Council, Causes, United Way of America, AARP and the US Fund for UNICEF.
Are You Social Media Savvy? Learn Real-World Approaches to Social Media Marketing that Net Real-Time Results
What’s your social media savvy quotient? To compete in today’s market you need to understand how to work the social media web to your advantage. The AMA’s Social Media Workshop shows you how to tap the power of the collective within your organization and how to apply it to both marketing and operations. Plan now to attend this hands-on workshop where you’ll be able to walk away with a working campaign under your belt and the knowledge and skills to run your own social media program.
Plan for the Future by Taking Advantage of the Latest Marketing Research Techniques
Prepare for what’s next by learning the latest trends and insights from some of the industry’s leading marketing research experts. The 2009 Marketing Research Conference will be a must-attend event featuring leaders including those from American Express, Turner Broadcasting, Ford, Citi Group, BP, Coca Cola and Allstate Insurance, to name a few. Plan now to attend the AMA conference scheduled for October 4-7 in Palm Springs, CA.
AMAF Valuing Diversity Scholarships
The American Marketing Association Foundation (AMAF), in conjunction with the AMA Academic Council, established a scholarship program in 2003 focused on creating scholarship funds for populations underrepresented in the marketing profession. Through its Valuing Diversity Ph.D. Scholarship Program, the AMAF seeks to widen the opportunities for underrepresented populations to attend marketing doctoral programs.
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