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Download DocumentUnit 5: Marketing Plan Development and Review of Current Issues in Marketing and Brand Management
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TOC o "1-3" h z u PART 1 PAGEREF _Toc23528856 h 1
Graphical Representation PAGEREF _Toc23528857 h 1
Geographical market segment needs PAGEREF _Toc23528858 h 1
Behavioural segment needs PAGEREF _Toc23528859 h 1
Demographic market segment needs PAGEREF _Toc23528860 h 2
Psychographic market segment needs PAGEREF _Toc23528861 h 2
Social economic segment needs PAGEREF _Toc23528862 h 3
Product benefit market segment needs PAGEREF _Toc23528863 h 3
A. Strategies for Creating Brand Equity PAGEREF _Toc23528864 h 3
Brand Image and association (Positioning) PAGEREF _Toc23528865 h 3
Brand Identity (Product) PAGEREF _Toc23528866 h 3
Brand Awareness (Promotion) PAGEREF _Toc23528867 h 4
Customer Perception (Price) PAGEREF _Toc23528868 h 4
Brand loyalty (Place) PAGEREF _Toc23528869 h 5
Strategies for Targeting and Positioning in Market Segments PAGEREF _Toc23528870 h 5
B. Strategies for Creating Brand Equity in an International Market PAGEREF _Toc23528871 h 7
Product PAGEREF _Toc23528872 h 7
Promotion PAGEREF _Toc23528873 h 8
Price PAGEREF _Toc23528874
media influencers as a tool for marketing is subject to alignment of the goals of marketing efforts to the relationship between the social media influencer and their audience.References
BIBLIOGRAPHY l 7177 Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3),, 347-356.
Adidas. (2019, October 29). Adidas group. Retrieved from History: E. (2019, July 17). Influencer Marketing: A phoney industry Based on False Premise. Retrieved from Forbes: M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computer in Human Behavior, Vol. 37, 152 – 161.
Khamis, S., Ang, L., & Welling, R. (2017). ‘Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers’. Celebrity Studies, Vol 8, no. 2, 191-18.
Kotler, P., & Keller, K. (2016). Marketing Management, 15th global ed. Harlow: Pearson Education Limited.
Levin, S. (2019, July 4). We are Anti-influencers: Icecream truck makes Instagram 'stars' pay double. Retrieved August 2, 2019, from The Guardian: M. E. (2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review 86, No. 1,, 78–93.
Shank, M. D., & Lyberger, R. M. (2014). Sports Marketing: A Strategic Perspective 5th ed. London & New York: RoutLedge.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 3, 2-22.
Zeithaml, V. A., Lemon, K. N., & Rust, R. T. (2001). Driving customer equity: How customer lifetime value is reshaping corporate strategy. Simon and Schuster.
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