Abstract
Vintage brands and companies that dominated the markets of their era introduced 16 distinct differentiating marketing categories grouped under one of the 4Ps. Promotion: (1) saturation advertising, (2) unique promotion, (3) packaging innovation, (4) trade cards and visuals, (5) educating the consumers, (6) endorsements, (7) logos and trademarks, (8) slogans and jingles, (9) encouraging WOM. Price: (10) samples, trials, and coupons, (11) money-back guarantee, (12) loyalty programs, (13) focusing on affordability. Place: (14) self-service, (15) mail-order and catalogs, (16) door-to-door.
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Williams, R.L., Williams, H.A. (2017). Vintage Marketing Differentiation Categories and Groupings. In: Vintage Marketing Differentiation. Palgrave Macmillan, New York. https://doi.org/10.1057/978-1-137-38721-9_3
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DOI: https://doi.org/10.1057/978-1-137-38721-9_3
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Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-137-39431-6
Online ISBN: 978-1-137-38721-9
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