Marketers play a key role in aligning employees with the overall brand positions and ensuring that the patient experience is the fulfillment of the brand promise. Companies spend significant resources on internal communications, and this critical function often falls within the marketing department's responsibilities, as it should. However, aligning internal stakeholders with the mission, vision, values and brand promise is not enough. Employees want to know where their organization is going, why and, perhaps most importantly, what their role in adding to its future value is.
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Survey Says: Google Tackles Publishing Paywalls with Targeted Microsurveys 
For those researchers and marketers convinced that Google is poised for world domination, the Doomsday Preppers' equivalent of Armageddon has happened: The Mountain View, Calif.-based company has struck close to home with the launch of its Consumer Surveys product. And for those who believe that Google has been flirting with the marketing research industry since day one, consider them officially dating now.
When Do Consumers Eat More? The Role of Appearance Self-Esteem and Food Packaging Cues
In 2004, Kraft initiated a now highly popular trend in the marketplace: small package sizes for snack products that limit caloric intake. Within three years, annual sales of these small packages surpassed the $200 million mark, and there has been a proliferation of smaller package sizes and 100-calorie packs in the marketplace. The overwhelming success of these small package options is likely due to the perception that they allow consumers to indulge in foods they love while enabling them to feel virtuous for eating only small amounts.
Party Crasher: Is Marketing Ruining Fenway Park's 100th Birthday Party?
Boston's Fenway Park turns 100 on April 20 and the Red Sox marketing machine is cranking out a season's worth of promos, events, a coffee table book—and even a symphony recording. But are the Red Sox in danger of over-romanticizing (and over-commercializing) America's most classic ballpark?
Enter the Dragon: Expanding Into the Chinese Marketplace
China is arguably the hottest emerging market in the world and competition is fierce for companies trying to get in on the action—yet it's also one of the most enigmatic and elusive marketplaces in the world, which makes market entry all the more challenging. The country's distinctive political environment and cultural roots shape consumers' tastes and mindsets far differently than their Western counterparts, which necessitates a detailed and deliberate market research plan before companies can begin to formulate effective go-to-market strategies.
Search and Display: Capitalizing on the Retargeting Opportunity
Display advertising offers unprecedented opportunities to capture online buyers' eyes and wallets. So what's the best way to integrate display techniques (like retargeting) into your marketing efforts?
EpicMix: Redefining the Customer Experience with Big Ideas
Vail Resorts has brought social to the ski slopes by creating a multi-channel strategy that redefines the customer experience. Understanding that half the fun of sliding down a mountain is the bragging rights that come with it, Vail Resorts, which owns and operates six ski resorts in the western United States, set out to provide skiers with verifiable documentation of their achievements.
The Great Debate: To Outsource Customer Service Solutions or Not?
There's no denying it—every company needs an integrated customer service solution. But that solution comes in as many forms as there are customer opinions.
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