We’ve all heard the phrase “don’t judge a book by its cover.” It’s a lesson many of us were taught at a fairly young age. Well, in some cases, that lesson goes right out the […]
Category: Chapter 9 – Service as the Core Offering
The Importance of Customer Service in Marketing
Providing excellent customer service is imperative for companies. For companies and brands to create a more positive customer experience a high-level of personalized interaction between a company and consumer is necessary.
Hulu CEO Announces Strategy for More Focused and Competitive Brand
Hulu CEO Mike Hopkins presented to 2,000 attendees at its NewFront presentation last week. The company announced its plans to created a more focused and competitive brand. Among them are to drop the “Plus” from “Hulu Plus,” stream all nine seasons of Seinfeld, and produce an array of original series in an attempt to join the ranks of its competitors Netflix and Amazon.
How Traditional Marketing Principles Hold True in the Black Market: A Look at Stolen Health Care Records
Black market internet sites for stolen health care records employ a system in which buyers can rate sellers, similar to many mainstream customer-centric models such as Yelp’s. The value proposition for medical records is much greater than for credit card numbers, making medical records more expensive.
Nurturing Customer Value: Investments in Content and Marketing for Amazon Prime Mean an Increase in Customers with a Tendency to Spend More
Amazon has increased its spending on the development of original content and the acquisition of exclusive content for Amazon Prime. Increased advertising as well has led to significant growth in memberships to the service which boasts a user base that spends on average more than double the amount than non-Prime users spend annually within Amazon. Customers of the service are potentially stickier to the brand as well as they expand the range of services they use that are provided by the organization.
Christmas Themed Marketing: A Glimpse at B2C and B2B Efforts in 2014
It’s not uncommon for companies to develop Christmas themed marketing content to share with their current and potential customers during the holiday season. Christmas provides a great opportunity for some brands to help further boost […]
Connecting Technologies as a Means of Accessing New Markets: Uber’s Partnership Strategy Aims to Gain New Customers
These days there’s an app for just about anything that you can think of and with the public increasingly relying on their smartphones for different functions it’s not a bad time to be in the […]
United’s New Safety Video Highlights how Marketers are Finding Creative Ways to Engage and Promote the Brand in Unexpected Places
(A couple of the images from United’s new safety video highlight the diversity of locations that were incorporated into its scenes. Photos courtesy of http://www.usatoday.com and http://www.ausbt.com.au) An interesting post in Forbes discusses a move […]
The Friday Round Up
(getlevelten.com, 2013) Another crazy week in the business world has come and gone. We saw Facebook open up its checkbook again, this time to the tune of nearly $2 billion to acquire VR-headset maker Occulus Rift. […]
Utilizing the Second Screen
(GeekWire, 2013) There exists today no shortage of marketing initiatives crafted to exploit new technology. Where can consumers be reached and how can we deepen levels of engagement once we find them? The consensus is that rapidly […]
Marketing Management 