This completely new third volume of Encyclopedia Of Major Marketing Strategies (formerly Encyclopedia Of Major Marketing Campaigns) explores 100 major marketing strategies for some of the top global and emerging brands from 2011-2012. Entries will profile major product/service, mobile app, social media, brand development, packaging, and television strategies amongst other types. Each essay provides a situation analysis, information on the target market, marketing strategy & tactics, and the outcome. Essays are aligned to the strategic marketing framework ensuring that the marketing strategies can easily be utilized in an academic environment as case studies, or illustrative examples often times described as "war stories" by professors.
Feature & Benefits
- Entries profile recent print, radio, television, billboard, e-mail, mobile marketing and Internet campaigns.
- Each essay discusses the historical context of the campaign, the target market, the competition, marketing strategy, and the outcome.
- Sidebars enhance the text.