The application of the marketing mix known as the four Ps – product, price, place and promotion has been introduced over the past decades and has become widely recognized in the concept of marketing course today (McCarthy, 1971). These marketing mix elements are the key decisions areas that marketers must manage in order to aid […]
Date: January 1st, 1970
BMW Group is one of the world’s largest premium carmakers and BMW is also the parent of the company of BMW MINI and Rolls-Royce car brands, and, formerly, Rover. BMW headquarters in Munich, Germany. The company slogans in English are “The Ultimate Driving Machine” and “Sheer Driving Pleasure.” BMW was founded by Karl Friedrich Rapp […]
Date: January 1st, 1970
This report is focused upon a well known international brand. Bayerische Motoren Werke, the German motor manufacturing company better known as BMW. The BMW Group, which consists of the BMW, Rolls-Royce and Mini is known for its high quality automobiles and cites itself and its rivals as “…premium automobile manufacturers.” (BMW, 2004,) BMW’s HistoryWhat Citation […]
Date: January 1st, 1970
In recent years, a number of internal and external forces have urged companies to pay increased attention to the role that corporate advertising plays in marketing communications strategy. Despite this increased importance, a comprehensive view of current corporate advertising practices does not exist. In spite of the increased importance given to the role of corporate […]
Date: January 1st, 1970
Macy’s currently has 15 private labels which include: Alfani, American Rag, Charter Club, Club Room, First Impressions, Green Dog, Hotel Collection, I-N-C International Concepts, JM Collection, John Ashford, Material London, Style & Co, Taso Elb, The Cellar, and Tools of the Trade. Dillard’s brand names include: Cypress Links, Lawton Harbor, Oak Creek, Roundtree & Yorke […]
Date: January 1st, 1970
INTRODUCTION Marketers and advertisers have recognized that products as well as services have symbolic images. These images are often more important than even the actual physical attributes and characteristics, to a product’s success (Aaker, 1991; Triplett, 1994). Marketers have thus tried creating images for their brands so that they are positioned to fit a distinct […]
Date: January 1st, 1970
