Category: Chapter 1: Marketing in Today’s Business Milieu

Chapter 1 - Marketing in Today's Business Milieu by marketingmanagement4e
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The Evolution of Summer Blockbusters’ Marketing Strategy

Summer has always been an important season for the entertainment industry, specifically in regard to movies. The summer box office season, which begins in May and lasts through early September, sees the highest number of blockbuster movies be released into movie theaters, as all major studios strategically send the movies that they think will draw the highest number of people to theaters and, therefore, gross the most money. These summer blockbusters tend to rely on some form of recognizable namesake to draw viewers; for example, the name of an A-list actor starring in the cast, the name of the movie being associated with a successful or nostalgic franchise, or the name of the studio being enough to draw fans of that brand to see their newest work.

Chapter 1 - Marketing in Today's Business Milieu by marketingmanagement4e
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Building Brand Loyalty: Not to Be Overlooked

In modern marketing strategy, a large focus is placed on acquiring new customers. In fact, a recent research survey showed that 72% of small businesses planned to use the majority of their marketing budget to try to attract new customers as opposed to marketing new benefits and products to their existing customers1. However, expanding a company’s customer base does not always equate to business growth. Recent studies have shown that building loyalty with existing customers is equally important, as existing customers tend to be more profitable.