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The business of marketing

The Fundamentals of Marketing

AVA Publishing SA, 2010

Book chapter

0

...Marketing is a powerful force Marketing is a powerful force that builds strong global brands; it can help raise an army and can be used to demonise political opponents. Every company and government in the world uses elements...

Distribution channel marketing

The Fundamentals of Marketing

AVA Publishing SA, 2010

Book chapter

0

...Have you ever seen an Avon store? Don’t worry. No one has. Avon doesn’t have shops. Avon has used door-to-door sales representatives to sell their goods since 1886. Today they have nearly five million men and women selling door...

Strategic pricing

The Fundamentals of Marketing

AVA Publishing SA, 2010

Book chapter

0

...The Tiffany experience If you could find a Tiffany watch for sale at your local jewellery store, would it really be a Tiffany watch? Yes and no. Of course, the Tiffany Company could manufacture it, but the Tiffany retail store...

Product and brand development

The Fundamentals of Marketing

AVA Publishing SA, 2010

Book chapter

0

...Just a glass of water? Would you like a glass of water? What kind? Water that falls from the sky or water that comes from under the Earth. How about a bottle of water? Mineral water? Spring water? Purified water? Water with gas...

Consumer behaviour

The Fundamentals of Marketing

AVA Publishing SA, 2010

Book chapter

0

...Wrangler jean culture An advertising agency working with Wrangler jeans hired a team of anthropologists to study ‘Wrangler culture’. The anthropologists studied Wrangler wearers and found they wore Wrangler to work all day. Wrangler...

Promotion in marketing

The Fundamentals of Marketing

AVA Publishing SA, 2010

Book chapter

0

...Marlboro Cigarettes Marlboro is possibly the world’s best marketing success story. The product may be ‘just a cigarette’, but the brand defines much of what is good and pure about the American West.You’ve made it to your last ‘P...