Vintage marketing differentiation : (Record no. 36014)
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| LIBRARY OF CONGRESS CONTROL NUMBER | |
|---|---|
| LC control number | 2017933306 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 1137394315 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781137394316 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Call number | 658.8 WI VI |
| MAIN ENTRY--PERSONAL NAME | |
| Authors | Williams, Robert L. |
| TITLE STATEMENT | |
| Title | Vintage marketing differentiation : |
| Subtitle | the origins of marketing and branding strategies |
| Statement of responsibility, etc | Robert L, Williams, Jr., Helena A. WIlliams |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | New York, NY : |
| Publisher | Palgrave Macmillan, |
| Date | c2017. |
| PHYSICAL DESCRIPTION | |
| Extent | xxii, 256 p. : |
| Other Details | ills. ; |
| Size | 22 cm. |
| CONTENTS | |
| Contents | Photo Acknowledgments; Research Acknowledgments; Contents; List of Figures; List of Tables; Chapter 1: Origins of Today's Marketing and Branding Strategies; Why Study Vintage Examples of Differentiation?; What Does Differentiation Mean?; Notes; Chapter 2: The Marketing Differentiation Process; Phases of the Marketing Differentiation Process; Innovation Theories; The Marketing Mix; Brand Flux; Notes; Chapter 3: Vintage Marketing Differentiation Categories and Groupings; Promotion Grouping; Price Grouping; Place Grouping; In Summary; Note; Chapter 4: Promotion; Saturation Advertising (#1) A&P (1859) A&P Promotion Strategies; A&P Price Strategies; A&P Place Strategies; Heinz (1869); Heinz Promotion Strategies; Heinz Price Strategies; Quaker Oats (1877); Quaker Oats Promotion Strategies; Quaker Oats Price Strategies; Wrigley (1891); Wrigley Promotion Strategies; Wrigley Place Strategies; Coca-Cola (1886); Unique Promotions (#2); Packaging Innovations (#3); Cow Brand/Arm and Hammer Baking Soda (1846); Smith Brothers (1847); Planters (1906); Morton Salt (1889); Coca-Cola (1886); Additional Examples of Companies and Brands Differentiated Through Packaging Innovations. Trade Cards and Visuals (#4)Additional Examples of Companies and Brands Differentiated Through Trade Cards and Visuals; Educating the Consumer (#5); Cow Brand/Arm and Hammer (1867); Michelin (1889); Additional Examples of Companies and Brands Differentiated Through Education; Endorsements (#6); Buster Brown: Brown Shoe Co. (1878); Dr Pepper (1885); Michelin (1889); Reddy Kilowatt (1926); Additional Examples of Companies and Brands Differentiated Through Endorsements; Logos and Trademarks (#7); Bass Pale Ale (1777); Quaker Oats (1877); Aunt Jemima (1888) Additional Examples of Companies and Brands Differentiated Through Logos and TrademarksSlogans and Jingles (#8); Encouraging Word-of-Mouth (WOM) (#9); Notes; Chapter 5: Pricing; Samples, Trials & Coupons (#10); Wrigley (1891); Gillette (1904); Coca-Cola (1886); Hoyt's German Cologne (1870); Additional Examples of Companies and Brands Differentiated Through Samples, Trials, and Coupons; Money-Back Guarantee (#11); J.R. Watkins (1868); Ball's Corset (1880); Additional Examples of Companies and Brands Differentiated Through Money-Back Guarantees; Loyalty Programs (#12); Larkin (1875) Aunt Jemima (1888)Wrigley (1891); Additional Examples of Companies and Brands Differentiated Through Loyalty Programs; Focusing on Affordability (#13); Singer (1851); Hoyt's German Cologne (1870); Pepsi (1890); Additional Examples of Companies and Brands Differentiated Through Focusing on Affordability; Notes; Chapter 6: Place; Self-Service (#14); Piggly Wiggly (1916); Horn & Hardart (1902); Additional Examples of Companies and Brands Differentiated Through Self-Service; Mail-Order and Catalogs (#15); A&P (1859); Larkin Company (1875); Sears, Roebuck and Co. (1894); Door-to-Door (#16) |
| SUMMARY | |
| Summary | This book analyzes the origins of marketing and branding strategies and the unique situations involving differentiation. Photographs of actual materials that were created and used in marketing campaigns between 1846-1946 are featured to bring to life these vintage innovations. Examining how and why these classic strategies were devised and implemented provides insight into how vintage strategies can continue to be used to position products, services, and experiences within current market situations. Vintage Marketing Differentiation describes real life, innovative, outside-the-box solutions. It explains a marketing differentiation process and emphasizes the critical nature of the perception of trends and timely action. Profiles of over 30 companies and brands depict nearly 20 categories of the first marketing strategies ever to be used. These powerful strategies ignited competitive advantages and help explain why most of these companies are still in business today! |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Marketing |
| General | History |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Branding (Marketing) |
| General | History |
| ADDED ENTRY | |
| Name | Williams, Helena A., |
| MAIN ENTRY--PERSONAL NAME | |
| -- | 28662 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 14881 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 28663 |
| ADDED ENTRY | |
| -- | 28664 |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Shelving location | Date acquired | Source of acquisition | Full call number | Barcode | Date last seen | Price effective from | Koha item type | Public note |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| University of Wollongong in Dubai | University of Wollongong in Dubai | Main Collection | 2019-06-16 | AMAUK | 658.8 WI VI | T0062609 | 2019-06-16 | 2019-06-16 | REGULAR | June2019 |