are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People’s Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Webbased power struggles between marketers and consumer brand authors challenge accepted branding truths
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my sincere gratitude to all the people without whose support this project would not be completed. At the onset, I would like to thank my institute “St. Xavier’s College, Kolkata, the Principal Rev. Fr. Dr. J. Felix Raj S. J. and the Vice Principal Rev. Fr. Dr. Dominic Savio S. J.” for giving us the opportunity to undergo the research project at the very under graduate level. I would also like to acknowledge the constant help and encouragement of my project guide Prof. Md. Hanif ,who has given
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Extreme Business-Models in the Clothing Industry - A Case Study of H&M and ZARA Kristianstad University The Department of Business Studies FE6130 Bachelor Dissertation International Business Program December 2007 Tutors: Håkan Phil Timurs Umans Authours: Susanne Göransson Angelica Jönsson Michaela Persson Abstract In the clothing industry firms compete successfully by applying different businessmodels. H&M and ZARA are two extremes in the clothing industry. H&M’s business-model mainly focuses
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4277 APRIL 4, 2011 JAMES L. HESKETT RICHARD LUECKE Porcini’s Pronto: “Great Italian cuisine without the wait!” In January 2011 Tom Alessio, marketing vice president at Porcini’s, Inc., of Boston, was pondering issues raised by a potential expansion of his company’s restaurant business. The domestic market for full-service chain restaurants was nearing its saturation point at both in-city and shopping mall locations. The big chains were looking overseas for growth, but as a small regional
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0 Recommended Markets and Market entre Strategies............................................11-12 6.0 Marketing Strategies....................................................................................................12 7.0
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Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 4 Marketing Information to Gain Managing Customer Insights Chapter Preview In this chapter, we continue our exploration of how marketers gain insights into consumers and the marketplace. We look at how companies develop and manage
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cities. • There is also a significant number of enormous megacities, some of which are classed as world cities. ❖ Millionaire cities are those with more than 1 million people. India and China have the most millionaire cities in the world. ❖ Megacities are those with more than 10 million people, of which there are 20 (15 in the developing world) ❖ World cities are those which have great influence on a global scale, because of their financial status and worldwide
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Look Ahead — Peter Drucker LEARNING OBJECTIVES After studying Chapter 2, you will be able to: CHAPTER OUTLINE The Macroenvironment Laws and Regulations The Economy Technology Demographics Social Issues and the Natural Environment The Competitive Environment Competitors New Entrants Substitutes and Complements Suppliers Customers Environmental Analysis Environmental Scanning Scenario Development Forecasting Benchmarking Responding to the Environment Adapting to the Environment: Changing
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organizations, including service firms such as banks and hospitals, have a production function. True (What is operations management? moderate) 4. Operations management is the set of activities that create value in the form of goods and services by transforming inputs into outputs. True (What is operations management? easy) 5. An example of a "hidden" production function is money transfers at banks. True (What is operations management? moderate) 6. One reason to study operations management is to learn how
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and Peter W. Singer 李侃如，彼得. W. 辛格 February 2012 Authors’ Note F or the last year, the John L. Thornton China Center and the 21st Century Defense Initiative at Brookings have convened a working group on cybersecurity and U.S.-China relations, which the two authors organized and co-chaired. The research was motivated by our sense that: 1) the many policy issues involved in cybersecurity, especially in its impact on foreign relations, were already significant and would grow rapidly in importance
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