Read: Dolnicar, S., & Leisch, F. (2017). Using segment level stability to select


Read:
Dolnicar, S., & Leisch, F. (2017). Using segment level stability to select target segments in data-driven market segmentation studies. Marketing Letters, 28(3), 423–436. http://www.jstor.org/stable/45214417
Chapters 5 and 11 of the textbook (Tanner, J. & Raymond, M.A. (2016). Principles of marketing. Open Textbooks for Hong Kong. Licensed under a Creative Commons by-nc-sa. Read online at: https://www.opentextbooks.org.hk/ditabook/16010)
MindTools. (n.d.). Segmentation, targeting and positioning (STP) model: What Is the STP process in marketing? Retrieved from https://www.mindtools.com/pages/article/stp-model.htm
Quadracci, J. (2019, February 19). Is your integrated marketing campaign truly integrated? Harvard Business Review. Retrieved from https://hbr.org/sponsored/2019/02/is-your-integrated-marketing-campaign-truly-integrated
Weedmark, D. (2021, May 28). Example of one-to-one marketing. CHRON. Retrieved from https://smallbusiness.chron.com/example-onetoone-marketing-81699.html
Zerbini, F. (2017). CSR Initiatives as Market Signals: A Review and Research Agenda. Journal of Business Ethics, 146(1), 1–23. http://www.jstor.org/stable/45022301
For the DISCUSSION POST:
Review the material in Chapter 11 on Advertising and Integrated Marketing Communications.
Answer the following:
Identify messages that you have seen or heard from several companies. Are the companies being consistent with their messages across the markets they are targeting?
What factors are causing the media landscape to change?
How can you maximize the reach of the promotional mix on a limited budget (that is, how can you get the most exposure for a minimal investment)?
***Note: Be sure to use in-text citation and provide references for your sources, including textbooks.


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