m&k issue 4/2005

Marketing

Cover story The building blocks of the dialogue Direct Marketing Efficiency strengthens direct marketing trend The representatives of classic advertising often think that classic marketing is in a fix and that new ways to customers must be sought. Based on current trends, it is clear that the answers to the unease in advertising are based on the wealth of experience in direct marketing. Direct marketing More success with quality improvements The demand for direct marketing services is optimistic. The industry is making its own contribution to this, responding to the increased demands of its customers with new offers and sophisticated selection options. Direct marketing Reference indexes put to the test Direct Marketing The unstoppable evolution of an advertising medium Direct marketing is better, more efficient and far richer in facets than the definition of direct marketing aimed at target groups would suggest. X'05 Personal initiative and the right choice decide For the first time, the X'05 marketing and communications trade fair (August 23 to 25) at Messe Zürich is devoting a newly created area to the topic of "learning," where visitors can get advice from experts and institutes for further education in the fields of marketing, communications and sales.Represented at the marketing and communications trade fair: prominent speakers such as Michael Friedmann last year. (PICTURE: THOMAS ENTZEROTH) Swiss Marketing SMC Basel II brings new opportunities for SMEs Franchising Trends in franchising On the one hand, franchising is in vogue as a form of distribution; on the other hand, many concepts can be found in the franchise scene that are oriented to the prevailing trends.

Online

Advertising More courage is needed - customers are ready In a study conducted by Dr. Pascal Sieber & Partners and Reto Hartinger, Head of Marketing at [search.ch], the authors conclude that customers are ready for online advertising, but that advertising agencies still pay little attention to online advertising. What are the reasons for this? Viral marketing Viral effect with exponential increase Viraies marketing - the gewoiite epidemic-like spreading of a message - is as much in the trend of the industry as it is in the favor of users. A site survey with well-known and lesser-known examples of virai campaigns and adgames from the web. Travel Market Travel - most successful industry on the Internet Virtual travel stores have become an indispensable extension of travel agencies and airlines. But how is this being received by users and what is the actual situation regarding purchasing behavior on the Internet when it comes to ticketing and travel bookings? Online Campaigns Services Winning social networks with trust Referrals are considered to be one of the cheapest and most efficient advertising methods. What are the soft prerequisites for Virai marketing in practice? News