> CONTENTS
Letter from the Editor
Welcome to the first issue of Marketing Age for 2011. In our cover story, we look at how
the launch of the iPad last year created an entirely new market for media tablets, and also consider some of the implications for marketers. We also examine how location-based marketing is set to become a significant channel
for driving footfall, purchases and loyalty in Ireland. Jeff French, one of the organisers of the second World
Social Marketing conference, which takes place in Dublin in April, discusses the role of social marketing in promoting behavioural change. Peter McPartlin, meanwhile, talks about a trend towards ‘multi’ rather than just ‘new’ media. We take a look at the Starbucks brand, which has just marked its 40th birthday with a reworked logo. And we exam- ine recent surveys on both CRM use by SMEs, and trends in digital among Irish marketers. As always, we’d like to thank the MII members and other experts who contributed their time and expertise in putting this issue together. And thank you too 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-editor: Karina Corbett Marketing executive: Louise Kellett Art director: Michelle Gregan Senior designer: Ruth Humphreys Group sales manager: Sam Hobbs Account managers: Niamh Carwood, Fiona Byrne
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 2011
Cover image: Chris Ratcliffe/Rex Features
Average Net Circulation 5,700 July 2008–June 2009
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www.businessandleadership.com 4 Marketing Age Volume 5 Issue 1 2011 28
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