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Item Information   Holdings       More by this author     Hrdlicka, Scott J.     Subjects     Branding (Marketing)     Sales promotion     Electronic commerce     Internet marketing     Internet advertising.     Web sites -- Design     MSEM Thesis.     Browse Catalog     by author:      Hrdlicka, Scott J.       by title:      Sparkplugging : jump...         MARC Display

Sparkplugging : jumpstarting and managing brands in an over-proliferated market / Scott J. Hrdlicka. by Hrdlicka, Scott J. Subjects Branding (Marketing)   Sales promotion   Electronic commerce   Internet marketing   Internet advertising.   Web sites -- Design   MSEM Thesis. Description:  ix, 116 leaves : ill. ; 29 cm. Contents:  Thesis advisor: Gene A. Wright. Committee members: David Tietyen, Kimbel Nap. Branding -- The category -- Positioning -- Brand names -- Price -- Promotion -- Public relations -- Marketing research -- Internet marketing -- Building a web presence -- Search engine optimization -- Website promotion -- Executing a Sparkplugging strategy. Sparkplugging is a process of developing and jumpstarting brands that stand out and out perform the competition. It builds focused brands and promotes these brands in ways that minimize the common costs associated with marketing. Sparkplugging draws many parallels between small and large businesses because marketers can learn from the large marketing budget mistakes of many Fortune 500 companies. Although, Sparkplugging strategy is designed for small and medium businesses, large organizations can also benefit by using a Sparkplugging strategy when launching new and emerging brands. For those looking to advertise, like Microsoft, Starbucks, and Subway, Sparkplugging will demonstrate that advertising is not the marketing activity that made these companies successful. The Sparkplugging process begins with branding, and then it takes marketers on a journey that endows brands with personality, identity, and a brand experience. In addition to the internal development of a brand, Sparkplugging addresses brand development in the external environment by giving marketers strategies for positioning brands that will lead their category. After marketers Sparkplug their core brand, Sparkplugging offers the marketers a revolutionary approach to promoting their brands by using public relations and Internet marketing as alternatives to classical advertising.   Copy/Holding information Location Collection Call No. Status   Walter Schroeder Library Master's Theses AC805 .H7 2007 Available Add Copy to MyList Format: HTMLPlain textDelimited Subject:   Email to:

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