The importance of behaving in a proactive way for marketing management: the case of Thorntons PLC
Thorntons was positioned as luxury chocolate brands,however,it has continued to operate with a weak business performance in 2010-2012.The growing of products volume and improvement of instore service cannot provide clear differences compared with its competitors.This paper took Thorntons as the research case,reviewed relevant studies and analysed the operation data from 2010-2012.finally,results found that lacking of product innovation is a continuing existing problem to influence the customers choices.Although Thorntons has been in the hard economic environment and the increasingly complicated market,it still operated with a proactive marketing strategy.It is suggested that diverging sales channel to commercial customers deeply will expand the value of its brand and new market development.It is the power of behaving in a proactive way.
marketing management proactive way marketing strategy business environment change
Guochao Lin Qinping Chen
Fuzhou University of International Studies and Trade,China College of economic,Fujian Agriculture and Forestry University,China
国际会议
上海
英文
467-472
2017-10-21（万方平台首次上网日期，不代表论文的发表时间）