The fourth edition of the Encyclopedia of Major Marketing Strategies (EMMS) builds on the foundation of the first three volumes, covering 100 marketing campaigns by some of the top global brands and high-profile social movements of the last few years. Essays are aligned to the strategic marketing framework, ensuring that the marketing strategies can easily be utilized in an academic setting as case studies, or illustrative examples often described as "war stories" by professors. The essays in EMMS are presented alphabetically by brand or company in a single volume. Essays on organizations such as Bonds, Ikea, Kenzo, and Sanlam explore strategies outside of the United States and touch on some of the different methods an overseas marketing effort might employ. EMMS also examines green marketing in essays such as Patagonia's "The Refuge" and Scott's "Green Screen."
Features & Benefits
- The new edition of EMMS examines a vast range of marketing campaigns all over the world.
- There were three main criteria for selecting a strategy: its conceptual value or innovation
- the importance of the company or cause for which it was run
- and its effectiveness in selling the advertised product or cause.
- The strategies covered in this volume were for products and causes in various categories, such as apparel, automobiles, beverages, human rights, and wildlife conservation.
All essays in this volume are new (see Table of Contents for listing.)