Marketing Concept Using The Example Of Nutella

Author : Julia Hülsebeck
Publisher : GRIN Verlag
ISBN 13 : 3346628159
Total Pages : 29 pages
Book Rating : 4.52/5 ( download)

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Download or read book Marketing concept using the example of Nutella written by Julia Hülsebeck and published by GRIN Verlag. This book was released on 2022-04-14 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.3, Wirtschaftsakademie Schleswig-Holstein, language: English, abstract: The content of this term paper is a marketing concept for Nutella - the nut nougat cream from Ferrero. It contains all the components of a complete marketing concept. The authors wanted to find out whether there is still room for improvement in the marketing of such a successful product as Nutella.

Author : Ghalia Boustani
Publisher : Routledge
ISBN 13 : 1000422445
Total Pages : 104 pages
Book Rating : 4.43/5 ( download)

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Download or read book Pop-Up Retail written by Ghalia Boustani and published by Routledge. This book was released on 2021-05-13 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ephemeral stores, also known as pop-up stores, have existed since the beginning of trade between consumers. They appeared in city centres, villages or other convenient places where they proposed an offering and then disappeared as soon as its offering was wearied. This is a very similar experience to the current phenomenon; ephemeral stores appear unannounced and disappear without notice or can morph into something else. Brands adopt these stores because of the array of benefits they present and their characterizing features. Consumers, on the other hand, are not only positively reactive to ephemeral stores, they actively demand these novel, engaging, satisfying or beneficial stores more than ever as they provide them with constant change and surprise. Focusing on ephemeral retailing, this book aims to provide a clear understanding of what it is, how it developed and why it gained importance in today’s busy retail scene. As many brands are adopting ephemeral stores into their distribution channels or using them as unique touchpoints, this book proposes a categorization of ephemeral retailing, explaining different ephemeral store vocations based on different brand strategies and objectives. With many professional opinions about ephemeral stores and a body of academic research developing, this book aims to combine all knowledge about the topic into one concise publication: it clarifies, consolidates and creates a clear understanding about the topic of ephemeral retailing that will inform future research and activity. The book is written for academics, students and retail professionals with an interest in relevant fields such as retail marketing and management, brand management and distribution.

Author : Ilan Alon
Publisher : Routledge
ISBN 13 : 0429515359
Total Pages : 852 pages
Book Rating : 4.54/5 ( download)

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Download or read book Global Marketing written by Ilan Alon and published by Routledge. This book was released on 2020-08-19 with total page 852 pages. Available in PDF, EPUB and Kindle. Book excerpt: Global Marketing, 3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred; A shift toward greater consideration of services marketing as more companies move away from manufacturing; A shift from developed markets to emerging markets with more dynamic environments; A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present; Chapters on social media, innovation, and technology teaching students how to incorporate these new tools into their marketing strategy; New material on sustainability, ethics, and corporate social responsibility—key values for any modern business; Short and long cases and examples throughout the text show students how these principles and techniques are applied in the real world. Covering key topics not found in competing books, Global Marketing will equip today’s students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.

Author : Wided Batat
Publisher : Routledge
ISBN 13 : 1000297977
Total Pages : 445 pages
Book Rating : 4.73/5 ( download)

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Download or read book Experiential Marketing written by Wided Batat and published by Routledge. This book was released on 2020-12-27 with total page 445 pages. Available in PDF, EPUB and Kindle. Book excerpt: Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, which together offer insights into this exciting approach to customer experience. Experiential Marketing incorporates 36 international case studies from 12 key sectors, from technology, consumer goods, and B2B to luxury, events, and tourism sectors. With a selection of case studies from leading brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York Times, Pfizer, and Amtrak, the reader will learn and practice the experiential marketing tools and strategies through these examples. Expert testimonials, practical applied exercises, and the author’s online videos provide both theoretical foundations and concrete application. This is a must-read for advanced undergraduate and postgraduate Marketing and Customer Experience students and an excellent teaching resource. It should also be of great use to practitioners – particularly those studying for professional qualifications – who are interested in learning experiential marketing strategies and developing knowledge about the way big brands in different sectors are designing the customer experience online and offline. Online material includes lecture slides, a test bank of questions, an instructor’s manual, and explanatory videos.

Author : Giovanna Pegan
Publisher : Springer Nature
ISBN 13 : 3030335887
Total Pages : 195 pages
Book Rating : 4.85/5 ( download)

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Download or read book International Marketing Strategy written by Giovanna Pegan and published by Springer Nature. This book was released on 2019-11-26 with total page 195 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers’ assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.

Author : Gerd Nufer
Publisher : Routledge
ISBN 13 : 1136745475
Total Pages : 173 pages
Book Rating : 4.78/5 ( download)

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Download or read book Ambush Marketing in Sports written by Gerd Nufer and published by Routledge. This book was released on 2013-03-20 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many millions of dollars. Ambush Marketing in Sports is the first book to offer comprehensive analysis of the theoretical and practical implications of ambush marketing. Drawing on cutting-edge empirical research data, the book outlines an innovative model for understanding ambush marketing and offers practical advice for all stakeholders, from sponsors and event organisers to media organisations. The book examines the opportunities and the risks of ambush marketing, assesses the legal, ethical and business dimensions, and offers advice for preventing ambush marketing in a range of contexts. Fully supported throughout with examples and cases from major international sports events, such as the FIFA World Cup and the Olympic Games, this book is important reading for any student, researcher or practitioner with an interest in sport marketing, sport business or event management.

Author : Wilson Ozuem
Publisher : Springer Nature
ISBN 13 : 3030944441
Total Pages : 259 pages
Book Rating : 4.45/5 ( download)

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Download or read book Digital Marketing Strategies for Value Co-creation written by Wilson Ozuem and published by Springer Nature. This book was released on 2022-03-21 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of engagement they seek. This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation. Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.

Author : Julia Hülsebeck
Publisher : GRIN Verlag
ISBN 13 : 3638040100
Total Pages : 33 pages
Book Rating : 4.05/5 ( download)

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Download or read book Marketingkonzept am Beispiel von Nutella written by Julia Hülsebeck and published by GRIN Verlag. This book was released on 2008-04-24 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt: Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Wirtschaftsakademie Schleswig-Holstein, Veranstaltung: Marketing, Sprache: Deutsch, Abstract: Inhalt dieser Hausarbeit ist ein Marketingkonzept für Nutella – die Nuss-Nugat-Creme von Ferrero. Sie enthält alle Bestandteile eines vollständigen Marketingkonzeptes. Die Verfasser wollten herausfinden, ob es in der Vermarktung eines derartig erfolgreichen Produktes wie Nutella noch Verbesserungspotenzial gibt.

Author : Gabriele Carboni
Publisher : Weevo
ISBN 13 :
Total Pages : 206 pages
Book Rating : 4./5 ( download)

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Download or read book Beyond the price jungle written by Gabriele Carboni and published by Weevo. This book was released on 2024-03-11 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Beyond the Price Jungle": An essential compass in the complex world of modern marketing. In an era of standardization and fierce competition, how can you stand out from the crowd and create true distinctive value for your brand? "Beyond the Price Jungle" is not just a book, it's a journey. A path that guides you through the pitfalls of the marketing jungle, helping you find your unique way out. The authors share unmistakable strategies and tactics to make a difference in today's market. With a foreword by Prof. Evan Kubicek, Eastern Illinois University and afterword by Stefania Pertusi, Vice President Global Product and Portfolio Management, Tetra Pak, this book is set to become your trusted manual for successfully navigating the turbulent ocean of business. The book introduces the concept and process of Marketing Distinguo, awarded at the DES in Madrid as one of the top three marketing innovations globally in 2019. On Marketing Distinguo, Philip Kotler stated: "Finally, a clear and simple process to achieve the essence of marketing: differentiation." Don't get trapped in the price jungle. Get your copy now and start your journey towards true differentiation.

Author : Tracy L. Tuten
Publisher : SAGE
ISBN 13 : 1529785553
Total Pages : 592 pages
Book Rating : 4.55/5 ( download)

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Download or read book Principles of Marketing for a Digital Age written by Tracy L. Tuten and published by SAGE. This book was released on 2022-11-25 with total page 592 pages. Available in PDF, EPUB and Kindle. Book excerpt: Winner of the TAA 2021 Most Promising New Textbook award! This award-winning textbook introduces you to all the essential concepts and tools for marketing in a digital age. The new second edition retains a strong focus on digital and social media marketing, and has been updated to include cutting-edge coverage on the implications of Covid-19 on consumer behavior. Greater emphasis has been placed on sustainability, diversity and inclusion, providing you with the skills you will need to become an ethical and socially-minded marketer. The new edition also includes: • Over 30 case studies from global companies, including Netflix, Amazon, Zara, Tony’s Chocolonely, Nissan, and Airbnb • A revamped ‘Sustainability Spotlight’ feature in every chapter that aligns with the UN’s Principles for Responsible Management Education (PRME) initiative • A wide range of critical thinking questions that encourage you to reflect on real-world examples and scenarios. This textbook is your essential guide to marketing as part of an introductory marketing course at college or university. Principles of Management for a Digital Age is accompanied by online resources for instructors, including PowerPoints, a testbank, selected content from SAGE Business Cases and a teaching guide containing lecture objectives, chapter outlines, activities and discussion questions. Students can access additional video content and further reading for each chapter. Tracy L. Tuten is a professor of marketing at Sofia University, USA.