Marketing Heritage and Digital Innovation: An Apparent Contradiction - Essay Example

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Marketing Heritage and Digital Innovation: An Apparent Contradiction

....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. ...Show more

Summary

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……………………
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