articles available in the library 1. “Rethinking Marketing" by Roland T. Rust‚ Christine Moorman‚ and Gaurav Bhalla‚ 2. "Unleasing the Power of Marketing" by Beth Comstock‚ Ranjay Gulati‚ and Stephen Liguori‚ 3. "Marketing Myopia" by Theodore Levitt‚ 4. "Marketing Malpractice: The Cause and the Cure" by Clayton M. Christensen‚ Scott Cook‚ and Taddy Hall‚ 5. "The Brand Report Card" by Kevin Lane Keller‚ 6. "The Female Economy" by Michael J. Silverstein and Kate Sayre‚ 7. "Customer Value
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Manual on Elective III – Hospitality Marketing By Amy Tan‚ Ph.D. Eliza Ching-Yick Tse‚ Ph.D. Cynthia Ling Wong‚ M.S. School of Hotel and Tourism Management The Chinese University of Hong Kong Hospitality Marketing Copyright © The Government of the Hong Kong Special Administrative Region All rights reserved. The copyright of this manual belongs to the Government of the Hong Kong Special Administrative Region. Commercial use is strictly prohibited. Offenders will be liable to legal
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SECTION IV. MARKETING STRATEGY Promotion Promotional Strategy: The promotional strategy will depend on the four elements of the promotional mix. According to Lamb‚ et al.‚ (2012)‚ a company’s promotional strategy is their use of the elements of promotion: advertising‚ public relations‚ personal selling‚ and sales promotion. (p. 249). The prototype will be marketed to persuade and convince consumers of the advantage of purchasing the new product from Levis Strauss. Levis Strauss will advertise
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(Paper Codes / Numbers revised as per suggestions made in the Standing Committee meeting held on Thursday‚ 19 th March‚ 2009) Annexure – III UNIVERSITY OF DELHI MASTER OF COMMERCE (M.COM.) (Revised Semester based Course Proposal) Rules‚ Regulations and Course Contents Semester I Nov./Dec. Examination 2009 Semester II April/May Examination 2010 Semester III Nov./Dec. Examination 2010 Semester IV April/May Examination 2011 M.Com. Syllabus as per revised course structure to be effective
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Analyze J&R Electronics using competitive forces and value chain models. What is its business model and business strategy? How does it provide value? • J&R’s use of Loyalty’s Labs’ Blue Martini software is a classic example of Michael Porter’s approach to using the internet as an “enabling strategy” and as a “complement to and not a cannibal of traditional ways of competing”. Unique visitors are customers that go directly to the J&R site versus arriving through another site. Once there‚ J&R offers
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Introduction The essence of the report is outlining a suggested marketing strategy for Best Western Westley Hotel Birmingham (Westly Hotel). The essential difference from previous work Section A is focusing in detail on target markets‚ for the future marketing direction of Westly Hotel in dealing with the marketing issues and problems. The main motivation is developing Westley Hotel’s marketing share‚ customer satification and making revenue. The challenges involves increased VAT‚ weak finance support
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When creating a marketing strategy the first thing to ascertain is the importance of distribution channels and how they work. After reading this paper the reading will be able to better understand the distribution channel levels‚ channel organizations‚ as well as understanding the channel members that should be used in each target market. Home Healthcare Channel Distribution When assessing the different distribution channels it is very important to know that distribution channels are the
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exciting lives of famous people‚ and J-14 is one of those. The particularity of this magazine is that it is completely targeted for teenagers between 12 and 15 years. J-14’s articles and images are full of topics related to beauty‚ fashion‚ and love; the magazine is completely oriented for girls‚ superficial‚ and does not typically touch on or contribute to any relevant topic in society. A person with a mature criteria and education can realize easily that J-14 is not giving teenagers much useful
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Adapting Marketing to the New Economy In this chapter‚ we will address the following questions: 1. What are the major forces driving the new economy? 2. How are business and marketing practices changing as a result of the new economy? 3. How has the Internet changed the way marketers use customer databases and practice customer relationship management? MARKETING MANAGEMENT AT NTT DOCOMO All over Japan‚ NTT (Nippon Telephone and Telegraph) DoCoMo makes money when mobile phones ring. Loosely
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Question 3.3. (TCO H) Marketers recognize that the marketing of services is different than the marketing of a product because of the different characteristics that distinguish them from physical products. What are these distinguishing characteristics? How do marketers communicate the value of services to consumers? How do they make these intangible services appear tangible to the consumer? What are some marketing strategies that might be employed with services to ensure positive
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