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Consumer promotions, such as coupons, premiums, contests, and sweepstakes, are used frequently in the food industry. For this blog, assume you [...]
May 12, 2014
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Sales promotions are prominent for grocery stores, such as Brookshire’s. Most promotions will be from manufacturers, but some will be from [...]
May 12, 2014
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Chapter 12 examines the use of consumer and trade promotions within an integrated marketing campaign. The pizza industry, including Papa [...]
May 12, 2014
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For business-to-business products, personal selling is an important component of the integrated marketing campaign. For this exercise, assume you [...]
May 12, 2014
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For this exercise, assume you are the marketing manager for a chain of 8 clothing boutiques that targets 18-30 year old females with current [...]
May 12, 2014
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Database marketing has become an important component of many integrated marketing campaigns. For this exercise, assume you are the marketing [...]
May 12, 2014
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The goal of buzz or word-of-mouth marketing is to get consumers to generate buzz about a brand. The rationale is based on the idea that consumers [...]
May 12, 2014
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Harley Davidson (motorcycles) has gone from near bankruptcy and quality-control problems to a iconic brand with a strong brand community of [...]
May 12, 2014
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Coca-cola is an iconic brand that is recognized worldwide. But, to maintain its brand position, To maintain its brand position, Coca-Cola’s [...]
May 12, 2014
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Social media has become an important component of integrated marketing campaigns. Many brand managers are looking for ways to best utilize this [...]
May 12, 2014
Clow/Baack 