Vintage marketing differentiation the origins of marketing and branding strategies / Robert L, Williams, Jr., Helena A. WIlliams.
| Author/creator | Williams, Robert L. |
| Other author | Williams, Helena A. |
| Format | Electronic |
| Publication Info | New York, NY : Palgrave Macmillan, [2017] |
| Description | xxii, 256 pages : illustrations ; 22 cm |
| Supplemental Content | Full text available from eBooks on EBSCOhost |
| Subjects |
| Contents | Origins of Today's Marketing and Branding Strategies. Why Study Vintage Examples of Differentiation? ; What Does Differentiation Mean? -- The Marketing Differentiation Process. Phases of the Marketing Differentiation Process ; Innovation Theories ; The Marketing Mix ; Brand Flux -- Vintage Marketing Differentiation Categories and Groupings ; Promotion Grouping ; Price Grouping; Place Grouping ; In Summary -- Promotion. Saturation Advertising ; Unique Promotions ; Packaging Innovations ; Trade Cards and Visuals ; Educating the Consumer ; Endorsements ; Logos and Trademarks ; Slogans and Jingles ; Encouraging Word-of-Mouth (WOM) -- Pricing. Samples, Trials & Coupons ; Money-Back Guarantee ; Loyalty Programs ; Focusing on Affordability -- Place. Self-Service ; Mail-Order and Catalogs ; Door-to-Door -- Perception. The fifth P of the marketing mix ; additional examples ; Brand equity -- Vintage marketing differentiation applied today. Amazon ; Birchbox ; Cinnabon -- Appendix A: Innovation theories -- Appendix B: Slogan game. |
| Abstract | This book analyzes the origins of marketing and branding strategies and the unique situations involving differentiation. Photographs of actual materials that were created and used in marketing campaigns between 1846-1946 are featured to bring to life these vintage innovations. Examining how and why these classic strategies were devised and implemented provides insight on how the vintage strategies can continue to be used to position products, services, and experiences within current market situations. |
| Bibliography note | Includes bibliographical references (pages 241-249) and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2017933306 |
| ISBN | 1137394315 (hbk.) |
| ISBN | 9781137394316 (hbk.) |
| ISBN | (electronic bk.) |
| ISBN | (electronic bk.) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |