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Jan 10, 2008 | 04:10 PM CST

Marketing Matters: The Beauty of Focus Groups

By: Alisa Marie Beyer

Listening to both positive and negative consumer feedback provides an opportunity to learn, grow and ultimately improve market share by truly delivering what consumers want.

Dec 10, 2007 | 11:47 AM CST

Marketing Matters: Packaging and the Brand Experience—New Frontiers

By: Liz Grubow

Meeting new expectations inherent in the green trend, in concert with maintaining elegant and sophisticated packaging across beauty and personal care categories, will change the landscape of the brand experience and the relationship that marketers have with their customers.

Dec 10, 2007 | 11:04 AM CST

Cover Story: Parry and Advance

By: Karen A. Newman

P&G’s Martin Hettich builds on the Febreze promise one move at a time.

Nov 08, 2007 | 04:15 PM CST

Scent Sleuth: Fragrant Translations

By: Nancy C. Hayden

Fragrance provides a sensual lift and mood elevation for bath and body products, and personal care products, as a whole, are taking advantage of the mystique of fragrance by adding a twist that is reinvigorating the fragrance industry.

Nov 08, 2007 | 04:13 PM CST

Marketing Matters: The Sweet Smell of Success

By: Donna C. Barson

Successful innovation and brands require more than inspired ideas and sweat equity. Examining young companies that have been successful illustrates that marketing truly matters.

Nov 08, 2007 | 04:09 PM CST

Starting Point: Beauty, Risk and Rugby

By: Karen A. Newman

As I sat drafting this column in the lobby of a Paris hotel in late September, a 1940s rendition of the U.S. holiday favorite “Jingle Bells” suddenly dashed out of the speakers with the energy of a team of horses. My first thought was the French are really getting a jump on the season, but with green leaves still clinging to the trees, it was clear that something else was going on.

Nov 08, 2007 | 04:03 PM CST

2 in 1: Makeup Meets Skin Care

By: Sara Mason

Makeup’s dynamic sales growth is, in part, a reflection of the demand for added benefits and natural ingredients, challenging formulators to continually work toward ever-more sophisticated products.

Nov 08, 2007 | 02:24 PM CST

Retail Engagement

In today’s retail environment, brands must engage consumers with multi-message branding and in-store marketing technology.

Oct 02, 2007 | 10:36 AM CDT

Marketing Matters: G2G Marketing is Winning Her Over

By: Alisa Marie Beyer

Girlfriend-to-Girlfriend (G2G) communications have proven to be a strong motivator for women to try a new brand, dump their old brand and recommend (or not recommend) a brand to a friend. It’s also proven to help move products faster and build up the bottom line of a beauty brand just as effectively as traditional marketing methods.

Oct 02, 2007 | 10:29 AM CDT

Starting Point: All in the Family

By: Karen A. Newman

We cover a lot of ground here in the pages of GCI magazine, from skin care and fine fragrance to hair care and home fragrance, sometimes all in the same issue. Last month, we honored P&G as Fragranced Product Marketer of the Year at the HBA Expo for its Dawn Simple Pleasures, a dish soap that is also a home fragrance. Dish soap, you say? But it works, and why it does is probably no surprise.