Overview
- Examines the origins of marketing and branding strategies that have proven to be successful for over a century
- Explores the ways marketers and salespeople can adapt to an ever-changing business landscape
- Showcases the author’s personal collection of vintage products and photographs to illustrate various examples of marketing differentiation
- Provides scholars and practitioners with deeper insight and appreciation into the development of marketing strategies and tactics
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About this book
This book analyzes the origins of marketing and branding strategies and the unique situations involving differentiation. Photographs of actual materials that were created and used in marketing campaigns between 1846-1946 are featured to bring to life these vintage innovations. Examining how and why these classic strategies were devised and implemented provides insight on how the vintage strategies can continue to be used to position products, services, and experiences within current market situations.
Vintage Marketing Differentiation describes real life, innovative, outside-the-box solutions. It explains a marketing differentiation process and emphasizes the critical nature of the perception of trends and timely action. Profiles of over 30 companies and brands depict nearly 20 categories of the first marketing strategies ever to be used. These powerful strategies ignited competitive advantages and help explain why most of these companies are still in business today!
Vintage Marketing Differentiation describes real life, innovative, outside-the-box solutions. It explains a marketing differentiation process and emphasizes the critical nature of the perception of trends and timely action. Profiles of over 30 companies and brands depict nearly 20 categories of the first marketing strategies ever to be used. These powerful strategies ignited competitive advantages and help explain why most of these companies are still in business today!
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Keywords
Table of contents (8 chapters)
Reviews
“Vintage Marketing Differentiation offers a fascinating historical collection of marketing innovations. The authors have coupled a serious avocation - collecting and cataloguing marketing artifacts - with a marketing perspective, and present a comprehensive taxonomy. They describe the origins and creative marketing programs of such familiar brands as Singer, Gillette, Heinz, Fuller Brush, Quaker Oats, and dozens of others. A generous selection of illustrations and photographs bring these brands and their evolution to life. In addition to countless “Wow, I never knew that!” moments, the reader is also reminded that many popular differentiation strategies have long histories. The book represents a tool-kit for practitioners that spans the 4-Ps with differentiation strategies and practices that have withstood the tests of both time and market dynamics.” (Jim Brock, Dean Emeritus, School of Business, Pacific Lutheran University, USA)
“Williams and Williams have managed to beautifully capture the evolution of the most revolutionary brands in US history through their wonderful book, Vintage Marketing Differentiation. In using historical cases and linking this to modern theoretical marketing concepts, they provide students with the opportunity to understand the significance of brand evolution using vintage artifacts bringing together the past with the present.” (Emma Fleck, Associate Professor of Management, Susquehanna University, USA)
“Through historical examples the authors explain the marketing differentiation process and provide strategic insights for current and future entrepreneurs and entrepreneurs. The focus on “authenticity and value” through the lens of the sixteen vintage strategies is as relevant today as it was when the strategies were created. From students to marketing professionals, this is a book that will capture your imagination and spark your creative inner marketer.” (Marsha Kelliher, Dean, Sigmund Weis School of Business, Susquehanna University)
Authors and Affiliations
About the authors
Robert L. Williams, Jr. is Assistant Professor of Marketing in the Sigmund Weis School of Business at Susquehanna University, USA, after spending 20 years as a practitioner in Fortune 50/500 companies. His current academic research interests focus on competitive advantage, branding, innovation, higher education, and gastro-tourism.
Helena A. Williams is a Partner at Mar-Kadam Associates, LLC, a firm that specializes in branding in service industries and entrepreneurial ventures. She has 25 years of experience in entrepreneurial management and her research interests include gastro-tourism development, branding, and emerging markets.
Helena A. Williams is a Partner at Mar-Kadam Associates, LLC, a firm that specializes in branding in service industries and entrepreneurial ventures. She has 25 years of experience in entrepreneurial management and her research interests include gastro-tourism development, branding, and emerging markets.
Bibliographic Information
Book Title: Vintage Marketing Differentiation
Book Subtitle: The Origins of Marketing and Branding Strategies
Authors: Robert L. Williams, Jr., Helena A. Williams
DOI: https://doi.org/10.1057/978-1-137-38721-9
Publisher: Palgrave Macmillan New York
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2017
Hardcover ISBN: 978-1-137-39431-6Published: 25 March 2017
eBook ISBN: 978-1-137-38721-9Published: 23 March 2017
Edition Number: 1
Number of Pages: XXII, 256
Number of Illustrations: 4 b/w illustrations, 52 illustrations in colour
Topics: Marketing