Digital Repository

Browsing ICAM-2017 by Subject "Brand"

Browsing ICAM-2017 by Subject "Brand"

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  • THE BEGINNING OF MARKETING TO INDIVIDUALS WILL NOT THE END OF MASS MARKETING 
    Ekanayake, E.A. (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017)
    Mass marketing (MM) is an attempt to attract whole market with one basic marketing strategy utilizing mass distribution and mass media. With marketers increasingly adopting exceeding refined market segmentation schemes ...
  • DIGITAL MARKETING IN THE BOOK INDUSTRY. 
    Nascimento, S.P.R. (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017)
    Marketing in the book industry has followed the same strategies. Digital marketing has scarcely been used by companies such as the Portuguese bookstore franchise Bertrand. Bertrand is one of the oldest bookstores in the ...

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