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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| मुख्य लेखकों: | , |
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| स्वरूप: | Online |
| भाषा: | अंग्रेज़ी |
| प्रकाशित: |
Wydawnictwo Uniwersytetu Łódzkiego
2025
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| विषय: | |
| ऑनलाइन पहुंच: | ONIX_20250307_9788382208436_1513 |
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कोई टैग नहीं, इस रिकॉर्ड को टैग करने वाले पहले व्यक्ति बनें!
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| _version_ | 1869522103437361152 |
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| author | Selinah Mabena, Maimoona Tatiana Diaz Riaño, Geraldine |
| author_browse | Selinah Mabena, Maimoona Tatiana Diaz Riaño, Geraldine |
| author_facet | Selinah Mabena, Maimoona Tatiana Diaz Riaño, Geraldine |
| author_sort | Selinah Mabena, Maimoona |
| collection | Directory of Open Access Books |
| description | 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 obstacles and problems and undertakes actions aimed not only at creating comfortable, modern places that are attractive in the eyes of customers, but also actions aimed at making the shopping process more attractive by improving the distribution of products and services, conducting activities aimed at providing products that meet customers' needs and their proper promotion through various advertising activities. The case study below presents both the currently implemented ways of building the company's relationships with individual customers, as well as proposals for future solutions in this area. |
| format | Online |
| id | doab-20.500.12854ir-155863 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Wydawnictwo Uniwersytetu Łódzkiego |
| publisherStr | Wydawnictwo Uniwersytetu Łódzkiego |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1558632025-03-07T14:41:43Z Chapter Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation Selinah Mabena, Maimoona Tatiana Diaz Riaño, Geraldine Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image 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 obstacles and problems and undertakes actions aimed not only at creating comfortable, modern places that are attractive in the eyes of customers, but also actions aimed at making the shopping process more attractive by improving the distribution of products and services, conducting activities aimed at providing products that meet customers' needs and their proper promotion through various advertising activities. The case study below presents both the currently implemented ways of building the company's relationships with individual customers, as well as proposals for future solutions in this area. 2025-03-07T14:41:42Z 2025-03-07T14:41:42Z 2022 chapter ONIX_20250307_9788382208436_1513 9788382208436 9788382208429 https://directory.doabooks.org/handle/20.500.12854/155863 eng image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://www.press.uni.lodz.pl/index.php/wul/catalog/book/793 Wydawnictwo Uniwersytetu Łódzkiego 10.18778/8220-842-9.13 10.18778/8220-842-9.13 83bfe9c9-323d-4283-b087-d859fd9af314 9788382208436 9788382208429 139-148 open access |
| spellingShingle | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image Selinah Mabena, Maimoona Tatiana Diaz Riaño, Geraldine Chapter Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation |
| title | Chapter Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation |
| title_full | Chapter Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation |
| title_fullStr | Chapter Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation |
| title_full_unstemmed | Chapter Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation |
| title_short | Chapter Building Brand Image among Modern Individual Customers – Case Study of Starbucks Corporation |
| title_sort | chapter building brand image among modern individual customers case study of starbucks corporation |
| topic | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image |
| topic_facet | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image |
| url | ONIX_20250307_9788382208436_1513 |
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