Chapter Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation

This case study presents the problems and challenges of image building for Starbucks. The company creates marketing strategies based on both mass marketing and segmentation marketing. In order to create a positive image in the eyes of specific types of individual customers, the company identifies o...

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Bibliografiske detaljer

Main Authors:	Selinah Mabena, Maimoona, Tatiana Diaz Riaño, Geraldine
Format:	Online
Sprog:	engelsk
Udgivet:	Wydawnictwo Uniwersytetu Łódzkiego 2025
Fag:	Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image
Online adgang:	ONIX_20250307_9788382208436_1513
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