The Future of Marketing

Top management recognizes that marketing requires more accountability than in the past. “Marketing Memo: Major Marketing Weaknesses” summarizes companies’ major deficiencies in marketing and how to find and correct them. To succeed in the future, marketing must be more holistic and less departmental. Marketers must achieve wider influence in the company, continuously create new

2 Comments

MARKETING EXCELLENCE STARBUCKS

Starbucks opened in Seattle in 1971, when coffee con­sumption in the United States had been declining for a decade and rival brands used cheaper beans to compete on price. The company’s founders decided to try a new concept: selling only the finest imported coffee beans and coffee-brewing equipment. (The original store didn’t sell coffee

1 Comments

MARKETING EXCELLENCE Virgin Group

Virgin roared onto the British stage in the 1970s with the innovative Virgin Records, the brainchild of entrepreneur Richard Branson, a high school dropout who signed unknown artists and began a marathon of publicity that continues to this day. The flamboyant Briton sold Virgin Records in 1992 and has gone on to launch more

3 Comments