m&k issue 5/2005

Marketing

Cover story Eastern Swiss fashion egg conquers the world Generation Gold Growing old becomes better and more beautiful The over-50s will form the majority in all Western countries in a few years' time and will increasingly play the leading role in the economy and society. Those who target the "new old" will gain market share almost automatically in the next few years. Sales Value-based channel management Franchising Territorial protection: advantage or disadvantage? Shopping Center 30 years of Giatt: Brand management at the center In its anniversary year, Glattzent rum is celebrating on the outskirts of Zurich. What strategy has enabled Glatt to build up its position as a leading shopping center over all these years, and what role do events and marketing play in this? X'05 Real news values for X'05 audience For the eighth time, intensive preparations are underway for Switzerland's largest trade fair for marketing, communications and event marketing. Where will there be new accents in 2005, what is important for marketers? An interview with Iris Sorgaila, trade fair manager and member of the Executive Board. Customer loyalty How hot is the price in practice? Exams Setting the course for a professional future in sales

Online

Advertising Online advertising works after all For years, advertisers and advertising agencies believed, and still believe, that online advertising, or the unpopular banner advertising, doesn't work. In the meantime, there are studies that prove the opposite: online advertising works. Advertising works better with online. Marketing controlling "The Drama of the Gifted Child" While traditional advertisers are still not quite comfortable with this form of advertising, more and more companies are beginning to redistribute their advertising budgets online, albeit still on a modest scale. After years of worldwide banner depression, there is currently a clear upward trend. Publireport Direct Response Online Campaigns News

Dossier packing

Food With the pack on the table The food sector has undergone fundamental change in recent decades. In addition to fresh produce, frozen and chilled products in particular are enjoying high growth rates. Packaging plays an important role in the food industry. In addition to functionality, convenience and safety, the focus is also on appearance. Confectionery The eye nibbles first Beverage container Brandies and beers with eye-c atcher effect Watches and jewelry Emphasize and preserve the value of the valuable Labels Smart technology with signal effect News