Marketing Management – July/August 2007

As usually, quite a few articles I enjoyed. Marketing Management is a magazine available for members of American Marketing Association.

Particularly interesting articles:

Reaping Rewards (page 14). This insightful article describes a very successful move of a large casino company. The company concentrated on its most valuable customers by utilizing CRM system to it full potential. A new COO from outside the industry changed the culture (by firing “practically the entire corporate marketing department” – ouch!), revamped incentive system and made other radical changes.

Widening the Moat (page 35). An argument that brands should be treated as assets and discussion of its difficulty.

The Golden Rules (page 40). Seven rules for approaching marketing research with lovely examples – great to read. Somehow, I believe I saw these rules in my research textbook, but the magazine is much more attractive comparing to a school textbook 🙂

Saving the World With Cause-related marketing (page 48). Great explanation of cause-related marketing also abbreviated as CRM. The article includes interesting statistics, description of experiments and so much loved “lessons learned” section.

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