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Published in:
2012 | OriginalPaper | Chapter
Marketing Strategies: Support and Enhancement of Core Business
Authors : Dario Antonio Schirone, Germano Torkan
Published in: Computational Science and Its Applications – ICCSA 2012
Publisher: Springer Berlin Heidelberg
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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.