Marketing Trends and Innovations: The Difference Between Success and Failure
Sharp, Richard J.
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This paper contains four sections: Experiential, experiential and research synthesis, research, and empirical. The experiential section provides a detailed look at the internship of Richard Sharp. The internship was with Affiliate Search Consultants, Inc., which was a startup company in the summer of2000. The internship presented many real world marketing and business operation decisions, which the intern could draw from his economic base to aid the management in these decisions. The experiential and research synthesis is where the marketing strategy for a startup Internet Company is explored and outlined to provide insight into the steps certain companies follow to obtain real world success. This section combines the intern's experiences with further research. The research section examines common themes in successful marketing campaigns and compares these successful themes to changes over time in an attempt to explore successful strategies for startup and established businesses. The research showed that flexibility and an open mind toward new technologies provided more successful results than more traditional techniques. The empirical section explores the relationship between consumer spending and marketing expenses. To accomplish this data shows trends in spending for particular marketing tools over time and compares these trends to trends in economic data. This section concluded that increasing marketing expenditures fails to produce real economic profit.