Stay cool
Article Abstract:
Exclusivity of a product lends it a charm. The marketing strategies used by Apple marketing its iPod are discussed in this context. Similarly, Puma's strategies to regain its market share in the shoes market are also examined. The common factors these two products share is the "cool factor". It means that the product is stylish, fashionable, sophisticated and worth higher margins. The advertising method used for these products is also more subtle.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
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How do you market what you can't touch? Marketing a solution, rather than a product, requires a new approach
Article Abstract:
This article provides suggestions for marketing integrated business services and information technology packages. The main point is to market a solution, not a product.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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Product for hire
Article Abstract:
A jobs-to-be-done model is suggested for companies to take up innovations in marketing to understand customers choice and ensure their loyalty.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2007
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