Which New Media Strategy
is the Right Marketing Strategy?

Aside from nailing the right demographic (and spending enough money to get the word out), what makes one marketing strategy better than another? According to a June study by the Aite Group, a Boston-based consumer-research firm, savvy marketers should take into account not just simple demographic data, such as age and gender, but two other key variables: 1) the medium over which they convey their messages and...
It's American Brandstand:
Marketers Underwrite Performers

The hip-hop and R&B producer Jermaine Dupri has discovered best-selling acts like Kris Kross and Da Brat, has produced hits for Mariah Carey and Jay-Z, and now runs the urban music division of the Island Def Jam Music Group. He's also looking for fresh talent for a new label financed by a company new to the music industry. The new player? Procter & Gamble.
Momentum Effect Generates Customer-Based Growth
Professor Jean-Claude Larréché reveals the secret to delivering...

growth that is both efficient and sustainable. CEOs dream of delivering efficient and sustainable growth - growth that would put serious distance between them and their competitors. Unfortunately, the way most large corporations generate growth is so expensive and inefficient that for most firms, meaningful, market-beating growth has remained just that - a dream. Until now.
Should Marketing Embrace Alternate Product Uses?
Why some companies follow the lead of consumers who...

have their own ideas about product usage. Preparation H is generally not something you'd dab on while waiting in line outside a Manhattan dance club, but according to recent media coverage, that's exactly what some men are doing. They're using the hemorrhoids cream, however, well north of where it's intended: on their torsos and arms to appear more muscular.
Seniors and eMarketing
Senior shoppers shop at stores first,


then buy online. While online price comparisons have become commonplace, new research shows shoppers over age 50 are going to physical stores to research prices and products they have seen online. About two-thirds of consumers ages 50 to 69 who made online purchases had first gone to bricks-and-mortar stores to research them.