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Full-Text Articles in Business
브랜드는 만드는 것이 아니라 가꾸는 것이다. 참이슬의 장수 브랜드 전략, Young Won Ha, Kyung Do Park, Won Moo Hur
브랜드는 만드는 것이 아니라 가꾸는 것이다. 참이슬의 장수 브랜드 전략, Young Won Ha, Kyung Do Park, Won Moo Hur
Asia Marketing Journal
This study explores ways in which Korean companies manage a brand to become a long-run success. In particular, this study focuses on Chamisul, analyzing its marketing strategy, examining its brand life-cycle in terms of introduction, growth, and renewal. Chamisul, first introduced in 1998, has occupied the Korean liquor market as a leading brand for almost a decade. Chamisul`s long-run success, in fact, depends upon a number of reasons; first, it has consistently and continuously keeps its own core brand concept and identity. Second, it has built its brand asset by strengthening its emotional ties with customers. The emotional connection that …
삼성석유화학의 토털 마케팅을 통한 고객 가치 창출, You Jae Yi, Sun A La, Ki Wan Park, Lee
삼성석유화학의 토털 마케팅을 통한 고객 가치 창출, You Jae Yi, Sun A La, Ki Wan Park, Lee
Asia Marketing Journal
The objective of the present case study is to analyze how effectively Samsung Petrochemical, which is a representative business-to-business corporation, has created customer value through total marketing strategy. Many business-to-business companies often underestimate or even denigrate the roles played by marketing within organizations and consider marketing investments as costs. However, the current case illustrates that total marketing strategy including brand marketing and others can be effectively employed to maximize customer value even in business-to-business sectors. The case summarizes that total marketing strategy of Samsung Petrochemical is comprised of two primary pillars: brand marketing and the SPC model as an implementation …