Marketing Trends and Innovations: The Difference Between Success and Failure
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Authors
Sharp, Richard J.
Issue Date
2003-01-06
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
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.
Description
94 p.
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License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.