BRAND PERCEPTION AND THE POWER OF THE SUBCONSCIOUS – 1 There are a myriad of associations consumers can develop about a brand; these go far beyond their awareness and are activated following exposure to the brand, or its use. This means that some associations can indeed emerge in a specific context and remain submerged in [...]
BRAND AND CATEGORY: A COMPLEX RELATIONSHIP – 2 Apple, which has always made its niche positioning and proprietary standard a part of its identity, understood that it was necessary to review its traditional business model, based on the almost ideological dualism between it and Microsoft’s operating system, in order to develop iPod and iTunes sales. [...]
Contents Preface 1 Designing Customer-Oriented Marketing Strategies Chapter 1 Marketing: The Art and Science of Satisfying Customers Chapter 2 Strategic Planning in Contemporary Marketing Chapter 3 The Marketing Environment, Ethics, and Social Responsibility Chapter 4 E-Business: Managing the Customer Experience Segnala presso:
Contemporary Marketing, 15th Edition By DAVID L. KURTZ Distinguished Professor of Marketing and R.A. and Vivian Young Chair of Business Administration University of Arkansas Marketing continues to change at a record pace. Only one text keeps you well ahead of the curve-edition after edition. Boone & Kurtz’s Contemporary Marketing remains synonymous with innovation, equipping instructors [...]
BRAND AND CATEGORY: A COMPLEX RELATIONSHIP – 1 The relationship between a brand and the category it belongs to is a particularly critical and complex factor. Often in managing a brand the task that predominates is attempting to make it stand out from the plethora of competitors which crowd the category, and thus rescuing it [...]
In many discussions of online marketing, we learned how to use the intersection of search data and business needs to identify effective Web site content strategies, as well as a little about how search engines work. How can we bring this information together into our organizations so that our content strategies are effective for search? [...]
PERFORMANCE ANXIETY AND THE ILLUSION OF QUALITY – 2 Marketing literature has always identified guarantee of quality among the principal functions carried out by brands, affirming that brands are condemned to quality. Segnala presso:
PERFORMANCE ANXIETY AND THE ILLUSION OF QUALITY – 1 There are three elements which all brand definitions have in common, and they are the functional and emotional attributes and the promise offered by the product, understood in terms of expectations, guarantee and safety. Segnala presso:
BUILDING A FRAME OF REFERENCE BETWEEN ADVANTAGES AND PARITY – 6 iPhone, the new Apple mobile, on entering the mobile phone market, and despite having strong elements of differentiation from other smartphones available, “knocked” to ask for permission to come into a category it feared it was not legitimized to enter. The first act in [...]
BUILDING A FRAME OF REFERENCE BETWEEN ADVANTAGES AND PARITY – 5 We would like to make it clear that it is not our intention to claim that everything which is able to seduce can be a brand; we want, rather, to highlight how a brand’s differentiation capacity is linked increasingly to its capacity to seduce. [...]
