Subject Index
 

Loyalty marketing and CRM recognise that getting and keeping customers is vital to the success of a brand, and that calculating a customer's lifetime value vital to determining strategy. The problem i ...

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it ...

Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This paper explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for ...

Understanding consumer values is one of the most critical elements in any successful marketing strategy and planning. Considerations of price and quality matter for consumers, but, in many instances, ...

Detective fiction offers a powerful framework for researchers to borrow from, not just as a source of inspiration but also as a way of thinking about our role as 'problem solvers', a reminder of the e ...

Shaziya Khan, vice-president and strategic planning director at JWT India, investigates why, given the consumers' avowed preference for nature-based and 'green' products, they still (in the main) repr ...

After years of trend presentations about how companies must change, it appears that transformation has finally arrived. The current generation is growing up in a digital world, and takes for granted t ...

David Rankin, kae:marketing intelligence, argues that a product's customers can be split into 'innovators', early adopters who react to advertising/promotion alone, and 'imitators', who additionally r ...

The premise of this paper is that understanding the leaders of the client community and obtaining their endorsement and accolades is necessary for market research to come out of the shadow where it cu ...

This paper focuses on why the traditional consumer insights model fails to deliver the greatest need of modern CEOs - namely, 'how do I get the consumer at the heart of my business to drive a competit ...

Brent Green, founder of Brent Green & Associates, describes a 'generational' marketing campaign aimed at leading edge baby boomers ( roughly those born between 1946 and 1955) to recruit members for th ...

Most researchers and business executives are content with the widespread and broad definition of customer-centricity as the capacity to understand and respond to the customer’s needs. In an increasing ...

Michael Lieberman, founder and president of Multivariate Solutions, explains ‘virtual targeting’, a technique for building a profile from a primary database and testing it, before applying it to a lar ...

Davina O’Donoghue and Louise Steele, of EVO Research and Consulting, argue that lifestage is no longer an adequate segmentation method. They report on research comprising multi-lifestage workshops in ...

Jonathan Clark, co-founder of Clark McKay and Walpole, uses many practical examples to illustrate the importance of using insight and creativity when communicating with market segments. He argues th ...

In this introductory article to Admap’s focus on consumer segmentation, the author outlines the history and status of segmentation as a marketing technique. Criticisms are discussed and a useful shor ...

Describes the successful multicultural marketing campaign by American Family Insurance, the Pullman Porter Campaign, to reach African American consumers.

Choices and challenges involved in marketing to cultural groups in the USA (multicultural marketing), including some of the regulatory and legal problems that have arisen. Nike and Coca-Cola cited as ...

Discusses how to market to the growing Latino population in the USA. Nissan and Budweiser cited as examples.

Describes how multicultural marketing is organised at Kodak, both inside the USA and globally.

Describes a successful partnership with the National Newspaper Publishers Association (NNPA) to become involved with, understand the needs of, and market to the African-American community in the USA. ...

Describes the new Russian immigrant communities in America. They are “young, educated, worldly, ambitious, and most come with money to spend.” They represent a still untapped market.

Discusses how Nissan markets its cars to different cultural and ethnic groups in the USA.

Describes how Labatt USA goes about marketing Mexican beer to a specific target group, the Latino population (including, but not only, Hispanic speakers).

Peter Cooper uses military metaphors to illustrate how marketing battles and wars can be won. He compares revolutionary warfare with new brand development and compares Mao's principles of revolution w ...

The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly we have to keep i ...

The authors present an innovative way to deal with a frequent practical problem in CRM and direct marketing projects: the lack of cases with known target behavior. Usually, this makes learning scoring ...

Explores the use of segmentation in marketing and suggests that it is not always as helpful as it might be, because, amongst other things, some categories may be relatively homogeneous, people have va ...

This paper examines the way that we go about building conceptual models to analyse quantitative market research data. It positions the discussion within the context of the scientific paradigm and deve ...

Leadership is never easy but at least a buoyant economy and growing markets offer protection. Strangely, business that has been rocked by one recession appears to be unprepared for the next. What is ...