MKT 510 Lecture Notes - Lecture 4: Brand Equity, Brand Management, Permission Marketing
22 Oct 2015
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Document Summary
New perspectives on marketing: the strategy & tactics behind marketing programs have changed dramatically in recent years as firms have dealt with enormous shifts in their external marketing environments. 4 major drivers of this new economy o: digitization & connectivity, disintermediation & reintermediation, customization & customization, new capabilities of the new economy. Pop-up stores temporary stores that blend retail & event marketing. Ordered wine with an ice cube at one hotel, goes to a subsequent hotel & when orders wine. Permission marketing: permission marketing: the practice of marketing to consumers only after gaining their express permission. Amazon after purchasing a book, send you an email containing other relevant books that you may like to order. Product strategy: the product itself is the primary influence on what consumers experience with a brand, for brand loyalty to exist, consumers experiences with the product must at least meet, if not actually surpass their expectations.
