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The Rise Of Viral Marketing Through The New Media Of Social Media, Rebecca J. Larson
The Rise Of Viral Marketing Through The New Media Of Social Media, Rebecca J. Larson
Faculty Publications and Presentations
This paper fully addresses the rationale of the need for corporate presence in social media, the value that can be derived from a well-developed viral marketing campaign, strategies for entry into this developing new media segment, and an analysis of why entry into social media is crucial for corporate success and brand management. There are marked advantages to the embracing of new formats for consumer interaction: “brands increase consumer loyalty by involving their customers in their decision-making processes, and the research provides substantial profiling intelligence as a basis for sales and marketing decisions” (Online communities, 2009, p. 13). Social media …
The Future Of Customer Relationship Management, Rebecca Larson
The Future Of Customer Relationship Management, Rebecca Larson
Faculty Publications and Presentations
Customer Relationship Management is no longer considered a business trend, but an industry standard that is required to secure and maintain competitive advantage. CRM, when correctly and effectively utilized, results in increased profitability and greater customer loyalty, two key needs for any organization. This paper will address the future of CRM, and will support assumptions for future CRM value based on effective examples of modern day success. The internet can be effectively utilized for CRM, and one company that is an example of customer loyalty success is Harrah’s Casino. Furthermore, multi-channel approaches are essential for future CRM success, as shown …
Office Depot Environmental Steward Case Analysis, Rebecca Larson
Office Depot Environmental Steward Case Analysis, Rebecca Larson
Faculty Publications and Presentations
This paper will address the case study focused on the environmental stewardship viewpoint and the guiding principles of paper procurement at Office Depot. An analysis of the case will be presented, additional topics addressed, and conclusion with recommendations provided.
Marketing Strategy And Alliances Analysis Of Starbucks Corporation, Rebecca Lingley
Marketing Strategy And Alliances Analysis Of Starbucks Corporation, Rebecca Lingley
Faculty Publications and Presentations
The Starbucks Corporation significantly utilizes alliances to expand market reach, improve product image, and develop greater company profitability. Starbucks, due to their market position and attributes, applies a Differentiation Focus strategy as defined by Porter’s Generic Market Theory. A review of Starbucks Corporation’s marketing strategies and alliance strategies proves that the company is being highly successful within this market scope.