Marketing Heritage and Digital Innovation: An Apparent Contradiction

Marketing Heritage and Digital Innovation: An Apparent Contradiction Essay example
Masters
Essay
Marketing
Pages 12 (3012 words)
Download 0
MARKETING HERITAGE AND DIGITAL INNOVATION – AN APPARENT CONTRADICTION TABLE OF CONTENTS 1. Introduction…………………………………………………….4 2. Heritage Marketing…………………………………………….4 3. Product Differentiation…………………………………………5 3.1 Horizontal Product Differentiation……………….5 3.2 Vertical Product Differentiation……………………

Introduction

....7 5.3 Product Market Rivalry……………………………..7 5.4 Heritage may Peak Early…………………………….8 5.5 Using Technology to Move into Emerging Markets..8 5.6 The Case of Louis Vuitton…………………………...8 6. Winning Strategies and Forecasts For The Future……………..8 7. The Advantage of Technology Based Innovation……………….9 8. Conclusion………………………………………………………...11 9. References…………………………………………………………12 Abstract Marketing heritage is an emerging concept in the marketing field which is based on the historical status of the older companies and it is explicitly linked to the brand identity and the consumer appeal. In the competitive global market, innovative technology based new marketing strategies, marketing tools and internet based social marketing theories are getting popular and at the same time, the intangible or symbolic brand image or heritage should be preserved for the brand which is promoted online. In the paper below, we will discuss how product differentiation takes place by selling a concept of luxury brand through its historical and cultural heritage, using the innovative tools of marketing. ...
Download paper
Not exactly what you need?

Related papers

Digital marketing
Thus digital media has made the buyer savvier. The research was conducted on young adults having a mobile and familiar with Internet. A total of 1000 subjects were approached in Dubai, Abu Dhabi and Sharjah. However, only 884 of them gave valid responses. The research was conducted using the questionnaire as a research tool. The findings reveal that the consumers consider the online shopping and…
Digital Marketing
It also helps a company to increase the brand image and brand value in a cost effective way by making its presence felt to the billions of audiences. The report has been principally focused to depict the advantages of digital marketing. In the context of the online mobile application selling company Mobgets the report will highlight their activeness towards the digital marketing techniques as well…
Digital Fashion Marketing
This paper intends to consider brands from four diverse web searches or profiles. The profiles include Burberry (multi-channel retailer), pure player (Asos), Debenhams (department store) and mail order (Very). The study involves assessing of business models and associated service marketing of brands (OKONKWO, 2007). In addition, the shopping quality and experience is used in the assessment…
Digital Marketing
Most organizations seem to be heading towards digital marketing since if is proving to more effective as compared to other methods of marketing (Thomas, & Housden, 2011). Digital marketing refers to the marketing and promotion of goods and services through the internet and other digital means such as television advertisement, computers, digital billboards, Smartphones and any other devices that…
Digital and Marketing Communications
Introduction Social media has become an integral part of modern business management practices especially for the past few years. Most of the business firms have already appointed their own social media managers so as to pace with the emerging trend in the business communication tactics. The dramatic change with regard to business communication and business promotion strategies can be attributed to…
Digital Marketing
is a private organization of US that has its business in the industry of men’s clothing. The company is widely known for its Denim brand of jeans sold across the globe. Levi Strauss & Co. received its first US patent of manufacturing denim jeans or blue jeans in the year of 1873. The company was founded by Levi Strauss and is being controlled by the private owners or descendants of the company…
Digital Marketing and Communications
There may also be more financial capital invested into the physical distribution process in order to ensure that convenience is injected into the consumer decision-making process as a criterion for making future purchases. Digital marketing, however, makes use of technologies in order to maximise the return on investment for marketing activities. For example, online blogs, video streaming, text…