BUSN 1101 Chapter Notes - Chapter 3: Michelle Phan, Data Warehouse, Customer Retention

• School: Northeastern University
• Department: Business Administration
• Course: BUSN 1101
• Professor: Shimer William

Document Summary

Michelle phan: 7 million people who subscribe to her, started a blog, created a makeup tutorial online for her subscribers which quickly took off on. Established herself as an authority on beauty and shared her expertise: soon: able to generate advertising revenue, quit her job as a waitress. Within four years, she established herself as a brand. Created ipsy, a beauty sample service and community: subscribers pay for a box of samples selected for them, plus video content to optimize experience. Shift music group music publishing company. Marketing: activities, set of institutions, processes for creating, communicating, delivering, and exchanging offerings (- don"t have to be tangible, you may also adopt the brand image, financing. They don"t just sell, marketers figure out what people want, create the specs, and engineers realize the product) that have value for customers, clients, partners, and society at large. Value: relative comparison of a product"s benefits versus its cost.