m&k issue 6-7/2009

MARKETING

TITLE STORY Premium pleasure oases in the franchise system The Häagen-Dazs brand is not only trendy in the summer. CONSUME/MARKS Complex image effects on consumer decisions NEUROMARKETING Emotions as an instrument of marketing practice MICE Vacation destinations push the MICE business SUISSEEMEX'09 Focus Event & MICE Industry ASSOCIATION CONTRIBUTIONS Swiss Marketing Callnet.ch

ONLINE

INTERVIEW Potentials of online advertising ONLINE GAMES CRM online games - opportunity or flop? TRAVEL PORTALS Internet has an ever tighter grip on the travel market STUDY E-commerce providers in Switzerland feel the upswing

COMMUNICATION

STATE OF THE ART Metro is colorful, wild, screaming, loud and different How can twelve- to 25-year-olds of both sexes be successfully addressed? Metro Boutique consistently relies on image advertising. Public transportation is an important advertising medium. INTEGRATED COMMUNICATION Networked thinking and action is required ASSOCIATION CONTRIBUTIONS Swiss advertising Swiss Direct Marketing Association Promoswiss

MEDIA

INTERVIEW "The publishing business is no longer a growth business". Hanspeter Lebrument, President of the Swiss Press Association and publisher of "Südostschweiz", in conversation with MK. DAILY PRESS What does the readership want? MERGER TAMEDIA-EDIPRESSE Tamedia's coup in French-speaking Switzerland is welcomed CROSSMEDIA AWARD 2009 High degree of innovation and intelligently networked The Crossmedia Award has been presented for the fifth time. MK presents the campaigns of the winners. CROSSMEDIA OFFERS Complex cross-media issues overwhelm many customers

EDUCATION

OUTLOOK Enroll today, study with perseverance tomorrow Demand is declining, stagnating or even growing strongly - the current picture in the continuing education market is very mixed. Almost all institutes agree on only one point: Business is becoming increasingly short-term - and thus also more uncertain. CONTINUING EDUCATION A selection of new educational offerings INTERVIEW Consistently combine theory and practice at a high level Peter Felser, CEO SFLB and lecturer in the CAS Customer Communication course. EXAMINATIONS Fit for the exam? Here you can test it!

HEADLINES

Portrait Hotel of the month Meeting Points Sources of supply index Scene

COVER

6-7/09 Cover photo: clicdesign ag, Bern