소개글
[경영학] 고객관리 마케팅 사례 분석(영문)에 대한 자료입니다.
목차
1.Intro
2.The New Marketing Paradigm
3.A New Consciousness
4.The Unspoken Contract That FoEs Honor
5.Committed Employees Yield Committed Customers
6.How Not to Build Trust
7.FoEs Are Soulful
본문내용
A loving FoE with a healing-based market strategy.
More shoe widths than other major sneaker companies.
Healing is in New Balance’s DNA
More evident in its sensitivity to boomers in their midlife years.
Time ripe for crisis and new, unfamiliar challenges from social actualization to self-actualization
New Balance Ad
One’s worth is not measured by superiority over others,
but by the measure of one’s fidelity to one’s real self.
New Balance views the sneaker market through
the lens of a different consciousness.
It sees itself as a sneaker-making company not a sneaker-marketing company.
The foundation of its marketing is fit and performance.
Companies spend vast sums
for fortifying and defending themselves
against legal challenges by various stakeholders.
However, If they honors the emotional contract,
it lead to customer loyalty.
They don’t have to spend vast sums.