IS NONTRADITIONAL MARKETING NEAR ITS "TIPPING POINT"?

In an era when it is harder than ever to grab and hold consumers' attention, can we afford to be anything less than boldly inventive in our marketing? And as we test innovative approaches for strengthening customer relationships, how will we know if our investments are producing a worthwhile return?

These twin ideas, innovation in marketing and measurement, have inspired this second issue of KNOW, the Knowledge Networks magazine. With global marketers such as McDonald's and Procter & Gamble publicly embracing the need for change, we believe the "tipping point" that takes us to a new marketing environment may be just over the horizon.

This issue of KNOW also features a compelling interview with James W. Masterson of Bristol Myers Squibb; a powerful assessment of the American Dream circa 2004; and a look at innovative marketing in the 2004 presidential campaign.

From this page, you can view all of the articles in the latest issue of KNOW and join an online dialogue with colleagues and others about nontraditional marketing and other pressing topics. You can also forward any article to a friend or request copy of the print version of KNOW.

Send comments or questions to know@knowledgenetworks.com.

Table of Contents

From The Editor's Blackberry™

1. The Marketing "Tipping Point" Might Be Just Over the Horizon
by John J. Lewis

2. Nourishing Innovative Approaches to Media and Measurement: Kate Sirkin

3. The Target is Moving: Videogames as a Marketing Medium
by Andy Swanson, Wendy Wallner, and Christopher Daniels

4. Combining Creativity & Accountability to Make the Most of In-store Marketing
by Ron Breeden and Al Halkuff

5. Staying a Step Ahead of Television's Newly Empowered Viewers
by David C. Tice

6. Defining the Essence of Marketing Insight: James W. Masterson

7. A New Politics for the New Century?
by Kelly D. Patterson, J. Quin Monson, and J. Michael Dennis

8. Chasing the American Dream
by Larry Kaagan and Patricia Graham

9. Listening to the Customer's Voice: Cindy Trish

Books We Are Reading