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September 2008, Vol. 5, No. 8

Marketing Thought Leaders
Explore the cutting edge of marketing knowledge. Adapted from AMA's industry-leading journals and magazines, these articles focus on the issues and concepts that shape marketing today—and tomorrow. Delivered monthly, exclusively for AMA members.

Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?
The effect of language in advertising is particularly relevant when it involves a bilingual audience. Given the explosion of bilingual population growth in the United States, the question of whether language can cue context is especially relevant to today's marketers. The authors maintain that different languages may cue different associations and thus influence response to advertising.

Satisfaction, Complaint, and the Stock Value Gap
In today's business environment in which senior management must focus on maximizing shareholder value, it has become critical to benchmark the financial contribution of customer equity. In this article, the authors introduce the concept of a stock value gap and how it can help firms identify best practices among competing firms and close the gap to best-performing competitors.

Listening to Strangers: Whose Responses Are Valuable, How Valuable Are They, and Why?
Just how valuable is information consumers obtain from strangers? Marketing managers and consumers alike are increasingly using the Web to make decisions or gain knowledge. In such contexts, current and past behaviors, relative to those of other providers, influence how valuable information seekers judge the provider's responses to be. As a basis for this research, the authors track information queries, information provider responses, and objective valuation of these responses by information seekers in a Web forum.

Achieving Superior Financial Performance in China: Differentiation, Cost Leadership, or Both?
As an increasing number of organizations look to expand into emerging markets, it becomes critical to identify appropriate marketing strategies to address specific challenges in foreign markets. With an increasing interest in the emerging Chinese market, it is still unclear whether a pure or dual strategy is the marketer's method of choice. In this article, the authors examine the effects of both types of strategies on financial performance for domestic versus foreign firms.

Learn How to Navigate the New Marketsphere at Mplanet 2009
If you want to learn how to navigate the new marketsphere, mark your calendars now to join some of the country's leading marketers at Mplanet 2009 to be held January 26-28 in Orlando. From building digital brands to connecting with new customers, Mplanet 2009 will provide marketers with fresh insights on the latest thinking and real-world solutions.

New Knowledge Coalition Publication Focuses on Marketing Mix
The AMA has announced the publication of Marketing Mix Decisions: New Perspectives and Practices, the first offering in its new Marketing Knowledge Series developed under the leadership of the AMA's Knowledge Coalition. The publication, free to members, details practices which demonstrate that advances in marketing mix resource allocation can offer valuable insights relating to marketing investments, response and financial metrics. AMA members can obtain a copy of the publication by completing the online order form.

Symposium for the Marketing of Higher Education
If you're a marketer of higher education, Chicago in November will be the place to be. Whether you're looking for insights into measurement, strategic planning, technology or execution of marketing plans, the AMA's 2008 Symposium for the Marketing of Higher Education is a not-to-be-missed event. The symposium, scheduled for November 16-19 in Chicago will include inspiring discussion, advanced learning sessions and skill-building activities.

AMA/AMAF Hurricane Relief Fund to Assist Houston AMA Members
The recent devastation caused by Hurricane Ike has had a significant impact on many AMA/AMAF friends and members, some of whom have been displaced from their homes or businesses. In an effort to assist the greater Houston/Galvaston area AMA members affected by the storm, the AMA and the AMA Foundation have teamed up to create a Hurricane Relief Fund. You can donate to this worthy cause by visiting the AMA Foundation website and selecting “Hurricane Relief Fund (AMA Houston)” under the Program Support menu.

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