Pregled bibliografske jedinice broj: 1167840
Marketing strategies and impact on brand strength – outcomes of three cases
Marketing strategies and impact on brand strength – outcomes of three cases // Zbornik sveučilišta Libertas, 6 (2021), 6; 9-27 doi:10.46672/zsl (recenziran, članak, stručni)
CROSBI ID: 1167840 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Marketing strategies and impact on brand strength –
outcomes of three cases
Autori
R. Premec, Ian ; Guzovski, Marina
Izvornik
Zbornik sveučilišta Libertas (2584-5055) 6
(2021), 6;
9-27
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, stručni
Ključne riječi
marketing strategy, strategic planning, brand, expectations, economic outcome
Sažetak
Marketing strategies direct the company's activities towards achieving the set marketing goals that are to be reached in the target markets through a specific campaign. Campaign design implies the strategy itself, where it is crucial to define what, how and in what way we will convey to the target audience and how we will measure the effects of the campaign itself. Successful marketing strategies, emphasizing value and benefits, rise attention and interest and encourage potential customers to take action or buy a promoted product. Sometimes campaigns due to different perception are not understood as it was intended and result in some unexpected outcomes. The paper presents and analyzes three marketing strategies for a particular company product: Dove ; Tesla, Inc. and Juicy Couture with different outcomes and their impact on the brand itself and economic value in terms of company status.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
