m&k issue 6-7/2010

MARKETING

TITLE STORY Strongly inspire Swiss hoteliers with "all seasons Accor aims to become the European market leader in the hotel franchise business by 2015. Work is also underway in Switzerland to achieve this goal. POS MARKETING Trend towards staging SUISSE EMEX'10 Focus Online: Solutions from the digital marketing world ASSOCIATIONS Association Management CONGRESS What makes shopping centers successful today and tomorrow ASSOCIATION CONTRIBUTIONS Swiss Marketing (SMC)

ONLINE

INTERVIEW Promote online marketing know-how in a targeted manner E-COMMERCE Breakthrough of the mobile shopping experience Shopping is only really fun with the latest generation of mobile smartphones. BRANDS & SOCIAL MEDIA Strategic approach: Brand management in Web 2.0

COMMUNICATION

STATE OF THE ART EDI.10 CROSSMEDIA MEETINGS&CONVENTIONS Regions make themselves strong MEETINGS & INCENTIVES Switzerland upgrades as a location POS ADVERTISING MEDIA Cheaper and faster ASSOCIATION CONTRIBUTIONS Promoswiss Swiss Direct Marketing Association Swiss advertising

MEDIA

EDIPRESSE "In media marketing, there's no Röschtigraben". Jean-Paul Schwindt, Director Sales and Marketing at Edipresse, on developments in newspaper marketing. ADVERTISING COMBINATIONS I Regional newspaper pools for national advertising campaigns In order to survive on the national market, advertising combinations are enormously important, especially for medium-sized and smaller newspapers. ADVERTISING COMBINATIONS II More flexible offers for radio advertising and more online pools Flexibility instead of fixed offers - this request from customers and media planners has been taken up by pool providers in the electronic sector, and they are increasingly responding to it. This is especially true in the radio sector.

EDUCATION

EDUCATION SCENARIOS More training in less time More and more professionals want to tailor their training to their individual needs, both in terms of time and content. Part-time and online courses are particularly in demand. The institutes are challenged to meet this demand. Outlook for the second semester 2010. INTERVIEW International degrees are in demand SAWI Beat Mühlemann comes in for Pia Kaspar MK CONGRATULATES Higher success rate again among communication planners

HEADLINES

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

COVER

6-7/10 Cover photo: clicdesign ag, Bern