Multivariate market segmentation, branding, relationship marketing or ethical marketing Free Essay, Term Paper and Book Report
Critically appraise the latest developments in your sector of one of the following concepts multivariate market segmentation, branding, relationship marketing or ethical marketing
The concept chosen for the purpose of this assignment is branding. Perhaps one of the most well known definitions of branding can be supplied by Kotler. He states that:
"A Brand is a name, term, sign, symbol, design, or a combination of these elements that is intended to identify the goods or services of a seller and differentiate them from those of competitors."
(Kotler et al 2003)
A broadened Literature Review has been undertaken, taking in a variety of academic sources to help give a better understanding of the concept. For the concept of branding we are literally inundated with authors, books and journals on the subject. Information has been found on the origins of branding, the different types of branding, branding in a general sense and how branding is used within the tourism industry on products and services, as well as for destinations. The findings from the Literature......
Word Count: 2099
Page Count: 8.3 (250 words a page / double spaced)
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