Marketing News: April 2014

  The Big Easy's Big Comeback

Crossing Borders

Country music is everywhere, and its fans are, too—spanning all ages, socioeconomic levels and areas of the U.S., as well as points farther afield. The music genre presents a unique mass-marketing opportunity and more leading brands are signing on.

Everything in Moderation

Focus groups can yield valuable insights, but they’re only as good as the participants—and the researchers moderating them. Sociologist and market researcher Robert Kahle discusses how to identify problem behaviors and manage them to create successful outcomes.

CORE CONCEPTS

Going Once, Going Twice

Real-time bidding allows marketers to buy online ad placements via automatic auctions, finding and targeting key audiences as they go.

SNAPSHOT

New-Age Travelogues for the Old Country

British Airways lends new luster to classic European travel destinations via a millennial-focused video series.

SMB SUCCESS

Pie for Posts

Chicago’s Bang Bang Pie & Biscuits grows by trading social media mentions for handcrafted treats.

MARCOM

Lickety-Split

When crisis—or opportunity—strikes, it pays to be prepared. Here’s how to create a rapid-response messaging strategy.

INTERNATIONAL MARKETING

Achieving 'Glocal' Success ​

Many of the most successful global companies have adopted a "glocal" organizational approach that provides clear global strategic direction along with the flexibility to adapt to local opportunities and requirements.

AAKER ON BRANDING

Brands as Assets

Conceiving of brands as assets altered perceptions of marketing and brand management, how brands are measured and the role of marketing executives.

SOCIAL MEDIA

Dynamic Ecosystems of Value

The tips of most companies' branches are digital, but their roots are very often hardly digital at all.

AMA CAREER RESOURCE CENTER

On the Job, and The State of the Research Job Market

Young marketer Tim McGarry talks about how he landed his job as the social media editor for USA Today Sports, and recruiters Karla Ahern and Naomi Keller review the current state of the research industry's job market.

BACK PAGE

Executive Insights: Jody Ford of eBay

Many marketers are still trying to get over the hurdle of considering mobile an add-on to fully integrate it into their marketing strategies, but Jody Ford, vice president of marketing in North America for eBay Marketplaces, approaches his marketing efforts from a mobile-oriented mindset.