Cengage Learning

Encyclopedia of Major Marketing Strategies

  • Volume 4
  • Published By:
  • ISBN-10: 1410389332
  • ISBN-13: 9781410389336
  • DDC: 659.10973
  • Grade Level Range: 9th Grade - College Senior
  • 467 Pages | eBook
  • Original Copyright 2019 | Published/Released February 2019
  • This publication's content originally published in print form: 2019

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About

Overview

The fourth edition of the Encyclopedia of Major Marketing Strategies (EMMS) builds on the foundation of the first three volumes, covering 100 marketing campaigns by some of the top global brands and high-profile social movements of the last few years. Essays are aligned to the strategic marketing framework, ensuring that the marketing strategies can easily be utilized in an academic setting as case studies, or illustrative examples often described as “war stories” by professors. The essays in EMMS are presented alphabetically by brand or company in a single volume. Essays on organizations such as Bonds, Ikea, Kenzo, and Sanlam explore strategies outside of the United States and touch on some of the different methods an overseas marketing effort might employ. EMMS also examines green marketing in essays such as Patagonia’s “The Refuge” and Scott’s “Green Screen.”

Features and Benefits

  • The new edition of EMMS examines a vast range of marketing campaigns all over the world.
  • There were three main criteria for selecting a strategy: its conceptual value or innovation; the importance of the company or cause for which it was run; and its effectiveness in selling the advertised product or cause.
  • The strategies covered in this volume were for products and causes in various categories, such as apparel, automobiles, beverages, human rights, and wildlife conservation.

What's New

  • All essays in this volume are new (see Table of Contents for listing.)
  • All essays include five sections: Situational Analysis, a brief summary of the organization and content of the industry at the time of the marketing strategy’s conception; Target Market, which specifies the audience that was targeted and why; Marketing Strategy, which discusses the conception of the strategy and some of the key concerns and goals; Marketing Tactics, which goes into detail about the implementation and distribution of the campaign; and Outcome, a look into if the strategy was successful in achieving its goals, including any industry awards and recognition in the media.

Alternate Formats

  • Casebound Edition

    ISBN-10: 1410389340 | ISBN-13: 9781410389343

Table of Contents

84 Lumber, "The Journey".
Adidas, "Calling All Creators".
Afghanistan Ministry of Public Health, "The Immunity Charm".
Airbnb, "#WeAccept".
Alibaba, "Singles Day".
Allstate, "Broken Resolutions".
Amazon, "Alexa Loses Her Voice".
Ancestry.com, "Declaration Descendants".
Apple, "Earth—Shot on iPhone".
Ariel, "Share the Load".
Bacardi, "Break Free".
The Body Shop, "Forever Against Animal Testing".
Bonds, "The Boys".
Burger King, "Google Home of the Whopper".
Canadian Down Syndrome Society, "Anything But Sorry".
Capcom, "Monster Hunter: World".
Chance the Rapper, "Coloring Book".
Chipotle, "As Real As It Gets".
Cigna, "TV Doctors of America".
Coca-Cola, "Pool Boy".
Delta Air Lines, "The Dating Wall".
Dos Equis, "New Most Interesting Man in the World".
Duluth Trading Company, "Man on a Mission".
Easterseals, "Change the Way You See Disability".
E*Trade, "This is Getting Old".
Faber-Castell, "The Never-Ending Forest".
Ford Motor Company, "Go Further".
Geico, "Crushed".
Gillette, "Handle With Care".
GMC, "Like a Pro".
Groupon, "Who Wouldn’t?".
Guinness Brewery, "Made of More".
Health Executive Service, "I Will Survive".
Heineken, "Worlds Apart".
Heinz, "Pass the Heinz".
Hornbach, "Regret Nothing".
HotelTonight, "Visit, Don’t Stay".
IKEA, "25m2".
Intuit, "A Giant Story".
Italia Longeva, "Chat Yourself".
Jigsaw, "Love Immigration".
Jim Beam, "Make History".
Jollibee, "Perfect Pairs".
Kenzo, "The Realest Real".
KFC, "FCK".
Lacoste, "Save Our Species".
Le Fonds Addict Aide, "Like My Addiction".
The Legacy Store Berlin, "PaintBack".
LinkedIn, "In It Together".
Louvre Abu Dhabi, "The Highway Gallery".
Lush, "Trans Rights are Human Rights".
MailChimp, "Did You Mean MailChimp".
Marvel Studios, "Black Panther".
Mazda, "Don’t Scroll and Drive".
McDonald’s, "Szechuan Sauce".
Mellon Educate, "#WTFHYD".
Mercedes-Benz, "4Fathers".
Nestlé, "Pure Life Begins".
Netflix, "Stranger Things".
Never Again MSD, "March for Our Lives".
New York Society for Ethical Culture, "No More Black Targets".
New York Times, "#MeToo/Truth".
Nike, "Breaking 2".
Nissan, "#SheDrives".
Oaktree Foundation, "End Poverty".
Patagonia, "The Refuge".
Pepsi, "Live for Now Moments".
Philippine Department of Tourism, "Experience the Philippines".
Plan International, "Maternity Wear for 12-Year-Olds".
Procter & Gamble, "It’s a Tide Ad".
Progressive, "Parentamorphosis".
PromPerú, "Suitcases of Peru".
Ram Trucks, "Built to Serve".
REI, "Paul’s Boots".
Salesforce.com, Blaze Your Trail".
Samsung, "Ostrich".
Sanlam, "Two-Minute Shower Songs".
Scotts, "Green Screen".
SK-II, "Expiry Date".
Skittles, "Give the Rainbow".
Snapchat, "A New Kind of Camera".
Sony Interactive Entertainment, "Gravity Cat".
Spotify, "Play This at My Funeral".
State Street, "Fearless Girl".
Target Corporation, "More in Store".
Tigerair Australia, "Infrequent Flyers Club".
Tourism Australia, "Dundee".
Toyota, "Drive Happy Project".
Turkish Airlines, "Explore More".
Twitter, "#HereWeAre".
Uber, "Move Forward".
Under Armour, "We Will".
Visa, "Resetting Finish Lines".
Visit Sweden, "Sweden on Airbnb".
Vodafone, "Mohamed Salah".
Volvo, "Moments".
Walkers Crisps, "Choose of Lose!".
Walmart, "The Box".
Wix, "Disruptive World".
World Wildlife World, "#LastSelfie".