m&k Ausgabe 4/2008 - Werbewoche m&k

Receive the German-language trade magazine "werbewoche" in m&k issue 4/2008 as a PDF download with the following table of contents:

MARKETING

TITLE STORY With 1 : 1 marketing to a dialog and market star With its new market presence, the "Diamond Strategy" and efficient change management, Interhome is on its way to becoming the European market leader in the brokerage of vacation homes and apartments. 1 : 1 marketing, CRM and strong online and dialog measures are at the heart of this. DIRECT MARKETING On the pulse of the dialog marketing scene Direct and dialog marketing is enjoying steadily rising sales. The attractive price-performance ratio is one reason. The well running economy with investment-happy customers for DM another and the development of the creative possibilities the third. DIALOG TRENDS Customer initiatives in the mass market Marketing for a product is increasingly evolving into marketing for customers. The question of new rules of the game arises. ASSOCIATION CONTRIBUTIONS SMC Swiss Marketing Swiss Franchise Association

ONLINE

SEMANTIC WEB 3.0 Web 3.0: How today's websites are getting smart In the semantic web, or Web 3.0, web page content is understood by computers. Now this vision of the Internet "inventor " Tim Berners-Lee is taking concrete shape. ORBIT I-EX Information technology clear and understandable CRM Effective cross-selling WEB -MARKETING Acquiring new customers via online presence

COMMUNICATION

STATE OF THE ART On homegate.ch all find their suitable home homegate.ch is the leading real estate portal in Switzerland. It addresses tenants and landlords, buyers and sellers, and owners in all parts of the country in four languages. Building on the print and poster campaigns of recent years, emotional spots advertise the portal for the first time. XAVER 13 Xavers, first-time Audience Award and Xaver of The Year Xaver is back: Five times gold, four times silver and four times bronze brought the rain of precious metals on the second Wednesday evening in April at Kaufleuten Zurich. Xaver.08 returned to the show stage with three new categories as The Swiss Live Communications Award. LEAD MANAGEMENT Leads have the potential of uncut diamonds Advertising provides sales with its most important raw material: leads. The quantity is less important than the quality. ASSOCIATION CONTRIBUTIONS Swiss advertising Elections will take center stage at the 83rd General Meeting of Swiss Advertising (SW) on April 24 at the Casino Lucerne: Five seats on the 14-member board are up for grabs. There will also be a speech by Federal Councillor Samuel Schmid. There will also be a touch of glamour about the meeting - at the end of the event, people will be able to try their luck in the casino. Promoswiss Swiss Direct Marketing Association

PICTURE SERVICE

In cooperation with our partner Lautundspitz.ch we publish pictures of current events on www.m-k.ch in the section "Marketing & Communication " > Picture Gallery. You can also order photo prints.

PODCASTING

The contributions marked with a microphone are available as podcasts. These podcasts are produced by our audio partner Voiceletter.de and made available for download at www.m-k.ch/podcast.

MEDIA

INTERVIEW "Celebrity and fashion brought together" "SI Style" is the women's title with the widest reach in German-speaking Switzerland. Editor-in-chief Urs Heller talks about his magazine and the reasons for its success, the role of the "aircraft carrier Schweizer Illustrierte," parallels between the women's and Sunday markets, and "Heftlimachen. WOMEN'S MAGAZINES Publishers rely on line extensions in a competitive market "SI Style," "Femina Déco," "Femina Fashion" and "EdelGirl": Publishers are focusing on line extensions. In the fiercely competitive market for women's magazines, where local titles compete with split titles from surrounding countries, there is obviously still room for new offerings. AD COMBINATIONS Redistribution of advertising funds also affects ad combinations The redistribution of advertising from the press to other media also affects ad combinations. Only the price-performance ratio and thus the favorable thousand-reader price remain as trump cards. This was the result of a survey of media houses. PARTY PLATFORMS Advertising finances party and communinity life on the Internet Lifestyle and party portals are increasingly developing into imposing community platforms on the Internet. The business runs practically only through advertising with banners. However, the high member numbers and thus the young target group are extremely important for this business.

EDUCATION

IT EDUCATION The country needs new computer scientists In order to counteract the threateningly growing shortage of skilled workers, the IT industry is promoting its own cause with the "Year of IT", a broad-based campaign. In parallel, the IT training institutes are trying to increase demand with renewed offerings. MARKETING INTELLIGENCE From data collection to intelligent market analysis The failed launch of the Ford Edsel in the 1950s, VW's unsuccessful Phaeton in 2003, the disappointing start of UMTS, etc. are flops that have made history. They are not isolated cases. EMPLOYEE MANAGEMENT Learning to deal with employees as a manager Prof. Dr. Reinhold Würth, Chairman of the Board of Directors of the Würth Group, is convinced that human resources management is more than 50 percent decisive for profit and loss, while capital and products are only of secondary importance. EXAMINATIONS Fit for the exam? Here you can test it!