m&k issue 3/2012

MARKETING

TITLE STORY All power to the makers The Swiss MarketingDay consolidates its position as the leading industry event. The winners of the Marketing Trophy were also selected and honored. POS-MARKETING Retailers should be able to play a greater role at the point of sale LIVE MARKETING "A focus on fewer trade show appearances is noticeable" LIVE COMMUNICATION EMEX under the sign of new event and communication technology ASSOCIATION CONTRIBUTIONS Swiss Franchise Association

ONLINE

E-PAYMENT PayPal: fast, uncomplicated with comprehensive service The online business is evolving: Interview with Arnulf Keese of PayPal Germany. AFFILIATE MARKETING "A Success-Dependent Discipline" with Catrin Rubenson. E-COMMERCE Recommendation systems help web stores to boost sales

COMMUNICATION

STATE OF THE ART Back to old glory thanks to point-of-sale advertising Cosmetic products from Gerda Spillmann have been awakened from a slumber. POS-COMMUNICATION Successful POS advertising catches the consumer's eye CONSUMER PROMOTIONS Close to the customer thanks to Consumer Promotions MK'S BEST Four advertising campaigns are presented ASSOCIATION CONTRIBUTIONS Swiss advertising Swiss Dialog Marketing Association

FOCUS

CAt Award presented Cold calls can be penalized for star entry "Contact history makes professional dialog possible"

MEDIA

MEDIA INTERVIEW "All trade media need quality and good journalists" Dominique P. Hiltbrunner talks about his acquisitions of specialist print titles and the publishing concept. MACH BASIC 2012-1 New reach study by WEMF presents stable figures No big surprise in the latest WEMF study MEDIA AGENCIES A fine, independent agency with interesting clientele Portrait of JBW Media AG in Kilchberg SUPER-WG G A media conglomerate practically covers the eastern region The super economic area G is dominated by a leading media house; the Südostschweiz Media Group.

EDUCATION

FURTHER EDUCATION Demand for online marketing expertise is growing Today, new media have a great influence on marketing education; social media offerings are on the rise. INQUIRED "Marketing remains constantly in motion" Brian Rüeger from the ZHAW provides information about continuing education opportunities. MEETING POINTS Various hotels and restaurants introduce themselves An overview of the offer of meeting places for events SCENE Swiss Poster Award goes to "Cemented Relationship At the APG|SGA Poster Night, the jury awarded a total of 14 prizes.

COVER

3/12Cover photo:SwissMarketing/zvg