Vintage Marketing Differentiation

The Origins of Marketing and Branding Strategies
1. Auflage 2017
ISBN: 978-1-137-39431-6
Verlag: Palgrave Macmillan

Buch, Englisch, 256 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 4653 g

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.  
Vintage Marketing Differentiation describes real life, innovative, outside-the-box solutions.  It explains a marketing differentiation process and emphasizes the critical nature of the perception of trends and timely action. Profiles of over 30 companies and brands depict nearly 20 categories of the first marketing strategies ever to be used. These powerful strategies ignited competitive advantages and help explain why most of these companies are still in business today!

Zielgruppe

Research

Autoren/Hrsg.

Williams, Jr.

Williams, Jr., Robert L.

Williams, Helena A.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1. Origins of Today’s Marketing & Branding Strategies.- 2. The Marketing Differentiation Process.- 3. Vintage Marketing Differentiation Categories and Groupings.- 4. Promotion.- 5. Pricing.- 6. Place.- 7. Perception.- 8. Vintage Marketing Differentiation Applied Today.

Über Autor(innen)

Robert L. Williams, Jr. is Assistant Professor of Marketing in the Sigmund Weis School of Business at Susquehanna University, USA, after spending 20 years as a practitioner in Fortune 50/500 companies.  His current academic research interests focus on competitive advantage, branding, innovation, higher education, and gastro-tourism.
Helena A. Williams is a Partner at Mar-Kadam Associates, LLC, a firm that specializes in branding in service industries and entrepreneurial ventures. She has 25 years of experience in entrepreneurial management and her research interests include gastro-tourism development, branding, and emerging markets.