1 6 CHAPTER Advertising, Publicity, and Sales Promotion In the summer of 1965, 17-year-old Fred DeLuca was trying to figure out how to pay for college. A family friend suggested that Fred open a sandwich shop—and then the friend invested $1,000 to help get it started. Within a month, they opened their first sandwich shop. From that humble start grew the Subway franchise chain with more than 33,000 outlets in 91 countries. Targeted advertising, timely publicity, and sales promotion have been
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turbulence in economic environment through innovative management practices” Proceedings of the 2nd International Conference on Management and Economics 2013 Fast food consumption: Identifying working women’s attitudes towards consumption of fast food A.H.B. Sajani Rasanthikaa, T.S.L.W. Gunawardana b a Department of Marketing,University of Ruhuna, Matara, Sri Lanka sajani87@yahoo.com b Department of Marketing,University of Ruhuna, Matara, Sri Lanka gunawardana@badm.ruh.ac.lk Abstract The study focuses
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Best Global Brands 2013 Table of Contents JEZ Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality. GINNI The New Rules of Brand Leadership 2 From Information to Intelligence 82 Sector Leadership Best Global Brands 2013 10 86 BISH Methodology Creative Leadership 70 120 Contributors China’s New Brand Leaders 74 126 Corporate Citizenship 2.0 78 MARK
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This is the full dissertation on The purchasing behaviour of Apple products between Chinese students (12000 words). Executive summary This research focuses on determining the factors which influence the buying behaviour of the customers Chinese students for Apple products. The research was conducted among around 1000 contacts out of which 130 students responded. The research used survey method to collect information from the large audience. The analysis of the information was conducted using
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Introducere În contextul internațional actual distribuția este influențată, ca orice alt proces economic, de procesul de globalizare, de care orice manager trebuie să țină cont în momentul alegerii unei strategii de distribuție. Companiile multinaționale au o pondere tot mai mare în cifra realizată în străinătate, fapt ce se datorează dezvoltării internaționalizării firmelor de distribuție după anul 1990. Centrul și estul Europei au devenit piețe intens căutate de marile companii
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CONTENTS Introduction Part One: Foundations Chapter One: Introduction to Advertising 1 Chapter Two: Advertising’s Role in Marketing 34 Chapter Three: Advertising and Society 68 Part Two: Planning and Strategy Chapter Four: How Advertising Works 103 Chapter Five: The Consumer Audience 135 Chapter Six: Strategic Research 169 Chapter Seven: Strategic Planning 205 Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media 239 Chapter
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of different industries. It also produces all types of tissues available in the local market as well as for export purposes. There are more than 3000 employees working in the company. Packages Limited has had a joint venture with Tetra Pak International in Tetra Pak Pakistan Limited to manufacture paperboard for liquid food packaging and to market Tetra Pak packaging equipment. Packages commissioned its own paper mill with a production capacity of 24,000 tonnes in 1968. The mill produces paper
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PART 2 The Global Marketing Environment CHAPTER 2 The Global Economic Environment Case 2-1 The Global Economic Crisis I n his 1997 book One World, Ready or Not, William Greider described the United States as “the buyer of last resort.” Greider explained that, for many years, the United States was the only nation that was willing to absorb production surpluses exported by companies in Europe, Asia, and Latin America. Greider asked: “Who will buy the surpluses when the United States
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Emerging Trends in Modern Retail Formats & Customer Shopping Behavior in Indian Scenario: A Meta Analysis & Review “If at first the Idea is not absurd, then there is no hope for it.” -Albert Einstein Aditya P. Tripathi* Abstract The Indian retail sector is going through a transformation and this emerging market is witnessing a significant change in its growth and investment pattern. Both existing and new players are experimenting with new retail formats. Currently two popular formats hypermarkets
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4. Egyptian Case Studies Azza El-Shinnawy and Heba Handoussa INTRODUCTION This chapter presents three cases of recent foreign investment in Egypt. In the case of the Egyptian Company for Mobile Services (MobiNil), an international consortium takes over a state-run mobile phone service, and modernises its operations in a rapidly growing and transforming market. The local partner subsequently becomes a regional player in Africa and the Middle East. Glaxo Smith Kline, a leading pharmaceutical
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