Category: Chapter 8 – Build the Brand

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.

Chapter 12 - Promotional Strategy and New Media by marketingmanagement4e
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Shifting Tastes in the World of Wine

While there are often strict regulations surrounding the sale of liquor, beer and wine sales are more lenient. That’s an entire audience of consumers who might prefer higher alcohol content and the accompanying burn but who cannot purchase their drinks of choice as easily as they might purchase a bottle of wine or a six-pack of beer.

Many wineries have begun to capitalize on this, repositioning themselves through product and process alterations. How? They’re aging their wines in spirit barrels.