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Marketing Strategies: Support and Enhancement of Core Business

  • Dario Antonio Schirone
  • Germano Torkan
Part of the Lecture Notes in Computer Science book series (LNCS, volume 7334)

Abstract

In theory, the use of atypical marketing techniques holds the potential to support commerce. One such unconventional approach is demonstrated in the example of a specialty furniture company. The company implemented a food-marketing policy as collateral service to the core business The strategic importance of this policy was demonstrated through the resulting boost in sales. The empirical evidence was gathered through measurement and analysis of consumer expenditure. This was monitored under various purchasing conditions. Analysis presents the dimensions resulting from such a successful strategy, showing how the most effective promotional technique is carried out within a single store.

Keywords

Traffic driver food marketing mix promotion 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Dario Antonio Schirone
    • 1
  • Germano Torkan
    • 1
  1. 1.Department for the Study of Mediterranean SocietiesUniversity of BariBariItaly

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