> CONTENTS
Letter from the Editor
Welcome to the autumn issue of Marketing Age. In this issue, Jeffrey Rayport – who
coined the term ‘viral marketing’ – tells us that the future of advertising will involve real-time analytics and marketing to the individual rather than the masses. Damian Devaney talks about the role of marketing in getting Ireland back on
track, while Patou Nuytemans outlines five consumer behav- iours that impact on how brands interact with their audiences in the virtual society. Peter McPartlin talks about how radio needs to focus on marketing its strengths rather than fighting individual turf wars. And Nicholas Read provides insight on selling to top level executives. Elsewhere, Professor Cathal Brugha talks about the marketing opportunity that is China, and we look at wine brand Santa Rita and its Irish connection. We also examine the main points of Seth Godin’s latest book, which focuses on the importance of being indispensible. Thanks to all the MII members and other experts for
their time and expertise in putting this issue together. And thank you to everyone who sent in suggestions and feedback – please continue sending both to
MA@businessandleadership.com.
Grainne Rothery Editor, Marketing Age
Editorial director: Ann O’Dea Sub-editors: Karina Corbett, Carmel Doyle Creative director: Ruth Humphreys Art director: Michelle Gregan Graphic designer: Yvonne Salter Group sales manager: Sam Hobbs Account manager: Niamh Carwood
For all advertising and sponsorhip queries, contact Sam on +353 1 6251425 or email
advertising@businessandleadership.com
Publisher: Darren Mc Auliffe
MarketingAgeis published by Business and Leadership Ltd Tel: +353 1 6251480 Email:
info@businessandleadership.com Address: Top Floor, Block 43B, Yeats Way, Park West Business Park, Nangor Road, Dublin 12. © Business and Leadership Ltd 2010
Average Net Circulation 5,700 July 2008–June 2009
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www.businessandleadership.com 4 Marketing Age Volume 4 Issue 3 2010 32 22
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