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Subject category: Marketing
Authors: Dong Bian (Early makers group - emlyon business school); Jinjing Luan (Early makers group - emlyon business school); Feng Jiao (Early makers group - emlyon business school)
Published in: 2012
Length: 25 pages
Data source: Published sources

Abstract

Since digital marketing is an irreversible trend and it plays an important role in marketing strategy, it will be valuable to find out the key drivers of digital marketing operations for a company. Starbucks has been performing well in digital marketing in the United States. Its experience is worth discussing and analysing to see how to use various digital marketing platforms and what improvements can be made. As China is a fast emerging market in digital marketing development and the second largest coffee market of Starbucks, the company has made a lot of efforts on digital marketing in China. However, the Chinese market is quite different from that of the US, so studies and analysis deserve to be done in order to absorb the successful experiences in the American market and to adapt properly to the Chinese market. This case is designed to help marketers better understand the use of social media in digital marketing as well as relative consumer needs to improve the operations in an international scope.
Location:
Size:
149,000 employees

About

Abstract

Since digital marketing is an irreversible trend and it plays an important role in marketing strategy, it will be valuable to find out the key drivers of digital marketing operations for a company. Starbucks has been performing well in digital marketing in the United States. Its experience is worth discussing and analysing to see how to use various digital marketing platforms and what improvements can be made. As China is a fast emerging market in digital marketing development and the second largest coffee market of Starbucks, the company has made a lot of efforts on digital marketing in China. However, the Chinese market is quite different from that of the US, so studies and analysis deserve to be done in order to absorb the successful experiences in the American market and to adapt properly to the Chinese market. This case is designed to help marketers better understand the use of social media in digital marketing as well as relative consumer needs to improve the operations in an international scope.

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Location:
Size:
149,000 employees

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