m&k Ausgabe 6-7/2008 - Werbewoche m&k

Receive the German-language trade magazine "werbewoche" in m&k issue 6-7/2008 as a PDF download with the following table of contents:

MARKETING

TITLE STORY Leading sports retail brand sails in the Euro upwind IIC-Intersport International Corporation GmbH, headquartered in Bern, was formed 40 years ago from a merger of ten national sports purchasing organizations. Today, the Intersport Group is clearly at the forefront of the industry. Its successful business model is based on its own franchise system. Euro 08 will give the company an additional boost. CUSTOMER EXPERIENCE Customer initiatives in the mass market Brand touchpoints: The company's touchpoints with its customers are becoming increasingly central. TOUCHPOINT MANAGEMENT More efficiency in brand and market management CUSTOMER DATA Customer Insight - Knowing how! Today, knowledge about one's own customers is one of the key success factors. However, collecting data is not enough; only an in-depth analysis brings the entire treasure to light. But not every budget allows for detailed data analysis - and sometimes time is short ... ASSOCIATION CONTRIBUTION SMC Swiss Marketing

ONLINE

ONLINE ADVERTISING Heirs to the click rate make mobile From the beginning, it was sold on the aspect of measurability: Online advertising. The currency: the click. MOBILE MARKETING Mobile marketing - a channel with potential Directness and a personal approach are important assets. ONLINE AUCTION Transparency and trust New rules apply on the online auction marketplace. Interview with Yves Mäder, eBay Switzerland.

COMMUNICATION

STATE OF THE ART The sympathy carrier for detergent advertising Advertising figures move with the times or they quickly disappear again. Bio has done it: the advertising icon of the detergent Maga celebrates its 40th birthday this year. As one of the few advertising figures in Switzerland, Bio enjoys cult status. STATE OF THE ART The brand has retained its "otherness" in its appearance The advertising for Maga stands out from other detergent advertising thanks to the advertising icon Bio. MK asked Stephanie Liedtke, Product Manager at Henkel & Cie AG in Pratteln, about this. ASSOCIATION CONTRIBUTIONS Swiss advertising (SW) More publicity, more attention: When Pascale Bruderer took over the presidency of the Swiss Commission on Fair Trading a year ago, the demand for more publicity was part of her program. But what has happened since then? Swiss Direct Marketing Association (SDV) The Swiss Direct Marketing Association has created guard rails for the entire industry with two codes of honor. Promoswiss Best Agers, Silverheads, Generation Gold - the only target group with growth rates.

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 "French-speaking Switzerland combines the best of Switzerland". Is it worthwhile to target the French-speaking Swiss market with advertising in print media? How well do advertisers in German-speaking Switzerland know French-speaking Switzerland? Patrick Zanello, Head of Advertising and R&D at Ringier Romandie, knows the media landscape in French-speaking Switzerland inside out. DAILY PRESS ROMANDIE Free press and Hersant revive the newspaper scene Two commuter newspapers are causing a stir in the press landscape of western Switzerland. Added to this is the advance of the French media multinational Hersant, which is buying into niche publications. For Publicitas, however, French-speaking Switzerland remains a marketing oasis - without much competition. TICINO PRESS Publicitas directs the advertising business Four daily newspapers are now competing for readers and advertisers in southern Switzerland, home to 315,000 inhabitants. Publicitas is acting as a prominent marketer. READER MARKETING Print brands also need advertising to cultivate their image Brands need care and awareness; the same applies to print media. The brand product "newspaper" also needs refreshing from time to time. Readership advertising mostly serves to raise the profile and increase awareness. Higher subscription and individual sales are an important aspect of this.

EDUCATION

EDUCATION Market and reforms change the educational offer The ongoing education reform as well as the rapid changes in the economy require continuing education institutes to adapt existing courses or launch new offerings. The perfect combination of specialist knowledge and so-called "soft skills" is in demand. MARKETING TRAINING Marketing: New and old master's programs Bachelor, executive Master (EMBA), consecutive Master, Master of Advanced Studies (MAS): The variety of degrees and diplomas has continued to grow in recent years. Why one more title? Who are the offerings aimed at? EXAMINATIONS Fit for the exam? Here you can test it! INNOVATION Innovation managers push knowledge transfer Innovation managers serve as interfaces between departments and force the transfer of knowledge. The first holders of this title can also be found in Swiss companies. A new job profile is emerging - with the chance of a leap into management.