Q&As

Target Stores toured Manhattan in a double-decker bus last week to launch its GO International promotional merchandising program.

Coca-Cola North America is kicking it up another notch, adding a new energy drink to its portfolio. The hybrid blend bridges both the energy drink and the soft drink categories.

How can telecom brands keep current customers on the line? Think about products, not just price.

Continuing its launch of the V-Cast phone, Verizon Wireless is taking its act to the Central Intercollegiate Athletic Association’s 2006 Basketball tournament as a sponsor targeting African Americans.

Harris Interactive has hired Michael Lowenstein as VP and senior consultant in its customer loyalty management research practice. The appointment took effect Feb. 6.

Toshiba America Consumer Products LLC kicked off a tour last week to launch its first U.S.-marketed high-definition DVD players.

Fred Reichheld stunned marketers in 1996 when he argued in The Loyalty Effect that a 5% improvement in retention can boost profits by up to 100%. Now he is about to shock them again.

Some marketers may shy away from measuring the Net Promoter Score because it sounds too complex. But others are not daunted. Here is how Dell calculated the value of detractors and promoters for its consumer business.

I love direct marketing! It’s one of the few marketing disciplines where we (think) we’ve got all the numbers necessary to measure success and predict the future.

In a truly integrated marketing plan, every ingredient plays a vital role. The fact that you can’t directly attribute a sale to every e-mail message doesn’t mean the e-mails aren’t working.