m&k issue 9/2005

Marketing

X'05 A critical review XAVER The winners XAVER Glamorous event at Zurich's Hallenstadion Cover story Kambiy - premium biscuits have a name Marketing concept Marketing as a management process Whether in the marketing department, in the communications department, in product management or in sales - the creation of one's own "marketing concept" represents a fundamental core task in many areas. What is the best way to proceed? What do you have to pay attention to? Future Branding Megatrends and Consequences for Marketing What are the most important lines of development for the future and the challenges for brands and marketing? The article focuses on the brand-relevant question of the evolution of the needs, wishes and desires of customers, which are defined as life scarcities, and shows the consequences. Success story: The Apple iPod was created through direct dialog between customer and brand by means of viral stories about the market. SWISS MARKETING SMC Hot marketing autumn In November 2005, three top-class events are on the agenda for the Swiss marketing scene: the Berner Mar ketingtag, the Zürcher Marketing Forum ZMF and the Ost schweizer Marketing-Forum. SWISS MARKETING SMC Atmospheric celebration for 205 sales coordinators Franchising Tasks of the system headquarters

Online

Advertising The Swiss online advertising market is doing splendidly Good news for the online sector: advertising activities on the Internet have increased. A comparison of the number of ad impres sions of advertisements in the individual sectors clearly shows this. The analysis is based on data from the first half of 2004 and 2005. E-couponing Bridges between the digital world and POS E-couponing and e-ticketing are also gaining ground in Switzerland. Sooner or later, they will become important elements of sales-oriented marketing strategies. How mature are these instruments today? Online campaigns News Publireport Successful search engine marketing