m&k issue 6/2004

Receive the German-language trade magazine "werbewoche" in the m&k issue 6/2004 as a PDF download with the following table of contents:

Marketing

Cover story Reinvented the wheel for marketing The Swiss brand "Flyer" successfully relies on product innovation and cross-marketing in this (still) small but booming market segment. Software Fit for the market with marketing tools Reducing costs and increasing marketing and sales efficiency are top priorities for many companies. Marketing and sales tools offer optimal support. Three providers explain what is important in such tools. Three case studies also present concrete solutions. Youth Youth Marketing - quo vadis? Research Key Account Manager: Like a spider in a web Key account management remains the order of the day. Its importance will continue to increase, according to a recent international study by the University of St.Gallen. As its importance increases, so do the demands on those involved. Field service vehicles A good run in the fleet business The requirements for an external endurance vehicle can be very different depending on the application. Today, manufacturers not only offer a wide range of high-performance models, but also attractive conditions. In addition to price and performance, the brand image also plays an important role. SMC Professional experience and qualifications in marketing Franchising Know-how transfer in franchise relationships State of the Art A mystery makes a splash How do you position the famous Appenzeller cheese so clearly among a growing variety of cheeses that consumers' mouths water more often than with other types of cheese? The Appenzeller campaign of the last two years has successfully relied on the essential USPs: tradition and care with the mysterious herbal mulz. Media campaigns Swiss advertising SW Sexist or "sexy" advertising? SDV At the X'04: Accurate on the golf course public relations Money corrupts credibility Client What customers say about public relations How do clients see the tasks of public relations? And how do they perceive the communications industry? A survey of five important clients shows that the importance of communications and public relations has clearly become more important. Public Relations More professional & international in financial PR Investors have become more professional and international. These long-term trends have a profound impact on investor relations. At the same time, time phenomena are significant in financial communications, for example in the interpretation of key financial figures. News

Media

Interview "90 percent prefer the small format" After a short test phase, the "Blick" appears in tabloid format. Bernhard Weissberg, Newspapers at Ringier, on the reasons for the format change, the resulting points of sale, the future of "Blick," and the "Neue Zeitung" project. Press "The daily newspaper model works" Economic problems, structural problems - daily newspapers are under great pressure. Various measures in the reader and advertising market are intended to alleviate the situation. The publishers believe that the "daily newspaper business model" is not dead. But there is room for improvement. SWA News New programs The continuing education market is moving The range of courses and training in the areas of marketing and communications is constantly i being expanded with new programs. These are designed to meet the rapidly changing requirements of the labor market. "M&K" has compiled the latest offerings.

Rubrics

Editorial People, markets, media People & Meetings Hotel of the month meeting points Source of supply index Preview/Imprint
Category: Single issues

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