Vintage Marketing Differentiation: The Origins of Marketing and Branding Strategies
Gespeichert in:
| Hauptverfasser: | , |
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York
Palgrave Macmillan
2017
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| Schlagworte: | |
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| Beschreibung: | 1 Online-Ressource (XXII, 256 Seiten) 56 Illustrationen, 52 Illustrationen (farbig) |
| ISBN: | 9781137387219 |
| DOI: | 10.1057/978-1-137-38721-9 |
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Datensatz im Suchindex
| DE-BY-FWS_katkey | 644284 |
|---|---|
| _version_ | 1806181075026706432 |
| adam_text | Titel: Vintage Marketing Differentiation
Autor: Williams, Jr., Robert L
Jahr: 2017
Contents
1 Origins of Today s Marketing and Branding Strategies 1
Why Study Vintage Examples of Differentiation? 1
What Does Differentiation Mean ? 2
2 The Marketing Differentiation Process 5
Phases ofthe Marketing Differentiation Process 5
Innovation Theories 9
The Marketing Mix 11
Brand Flux 15
3 Vintage Marketing Differentiation
Categories and Groupings 19
Promotion Grouping 22
Price Grouping 26
Place Grouping 27
In Summary 29
4 Promotion 31
Saturation Advertising (#1) 32
Unique Promotions (#2) 56
Packaging Innovations (#3) 66
Trade Cards and Visuals (#4) 80
Educating the Consumer (#5) 95
Endorsements (#6) 109
Logos and Trademarks (#7) 124
Slogans and Jingles (#8) 135
Encouraging Word-of-Mouth (WOM) (#9) 139
5 Pricing 151
Samples, Trials Coupons (#10) 152
Money-Back Guarantee (#11) 160
Loyalty Progmms (#12) 164
Focusing on Affordability (#13) 179
6 Place 189
Self-Service (#14) 190
Mail-Order and Catalogs (#15) 197
Door-to-Door (#16) 204
7 Perception 221
Perception: The Fifih P ofthe Marketing Mix 221
Additional Examples 225
Brand Equity 227
8 Vintage Marketing Differentiation Applied Today 231
Amazon 232
Birchbox 232
Cinnabon 233
Appendix A: Innovation Theories 237
Appendix B: Slogan Game 239
Bibliography 241
Index 251
|
| any_adam_object | 1 |
| author | Williams, Robert L. Jr Williams, Helena A. |
| author_GND | (DE-588)1064165133 |
| author_facet | Williams, Robert L. Jr Williams, Helena A. |
| author_role | aut aut |
| author_sort | Williams, Robert L. Jr |
| author_variant | r l w rl rlw h a w ha haw |
| building | Verbundindex |
| bvnumber | BV044257806 |
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| collection | ZDB-2-BUM |
| ctrlnum | (ZDB-2-BUM)9781137387219 (OCoLC)981948193 (DE-599)BVBBV044257806 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| doi_str_mv | 10.1057/978-1-137-38721-9 |
| format | Electronic eBook |
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| id | DE-604.BV044257806 |
| illustrated | Not Illustrated |
| indexdate | 2024-08-01T12:35:01Z |
| institution | BVB |
| isbn | 9781137387219 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029662814 |
| oclc_num | 981948193 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR DE-860 DE-91 DE-BY-TUM DE-1046 DE-1043 DE-Aug4 DE-898 DE-BY-UBR DE-861 DE-523 DE-1049 DE-859 DE-473 DE-BY-UBG DE-29 DE-863 DE-BY-FWS DE-20 DE-1051 DE-862 DE-BY-FWS DE-92 DE-824 DE-2070s DE-M347 DE-573 DE-703 DE-706 DE-739 DE-634 DE-188 DE-83 |
| owner_facet | DE-355 DE-BY-UBR DE-860 DE-91 DE-BY-TUM DE-1046 DE-1043 DE-Aug4 DE-898 DE-BY-UBR DE-861 DE-523 DE-1049 DE-859 DE-473 DE-BY-UBG DE-29 DE-863 DE-BY-FWS DE-20 DE-1051 DE-862 DE-BY-FWS DE-92 DE-824 DE-2070s DE-M347 DE-573 DE-703 DE-706 DE-739 DE-634 DE-188 DE-83 |
| physical | 1 Online-Ressource (XXII, 256 Seiten) 56 Illustrationen, 52 Illustrationen (farbig) |
| psigel | ZDB-2-BUM ZDB-2-BUM_2017 |
| publishDate | 2017 |
| publishDateSearch | 2017 |
| publishDateSort | 2017 |
| publisher | Palgrave Macmillan |
| record_format | marc |
| spellingShingle | Williams, Robert L. Jr Williams, Helena A. Vintage Marketing Differentiation The Origins of Marketing and Branding Strategies Business Marketing Business and Management Wirtschaft Marketingstrategie (DE-588)4120697-6 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4144679-3 |
| title | Vintage Marketing Differentiation The Origins of Marketing and Branding Strategies |
| title_auth | Vintage Marketing Differentiation The Origins of Marketing and Branding Strategies |
| title_exact_search | Vintage Marketing Differentiation The Origins of Marketing and Branding Strategies |
| title_full | Vintage Marketing Differentiation The Origins of Marketing and Branding Strategies by Robert L. Williams, Jr., Helena A. Williams |
| title_fullStr | Vintage Marketing Differentiation The Origins of Marketing and Branding Strategies by Robert L. Williams, Jr., Helena A. Williams |
| title_full_unstemmed | Vintage Marketing Differentiation The Origins of Marketing and Branding Strategies by Robert L. Williams, Jr., Helena A. Williams |
| title_short | Vintage Marketing Differentiation |
| title_sort | vintage marketing differentiation the origins of marketing and branding strategies |
| title_sub | The Origins of Marketing and Branding Strategies |
| topic | Business Marketing Business and Management Wirtschaft Marketingstrategie (DE-588)4120697-6 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Business Marketing Business and Management Wirtschaft Marketingstrategie Markenpolitik |
| url | https://doi.org/10.1057/978-1-137-38721-9 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029662814&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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