BUSN 70 Lecture Notes - Lecture 19: Starbucks, Rajiv Chandrasekaran, Marketing
13 Mar 2021
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"upstanders = first original content series, aims to inspire americans to engage in acts of compassion, citizenship and civility. Features 10 stories, each told in written, video and podcast form, about ordinary people doing extraordinary things to create positive change in their communities. Series is written and produced by howard schultz, starbucks chairman and ceo, and rajiv chandrasekaran, starbucks executive producer and a former senior editor of the washington post. Good branding what the company wants to to see in them = unity, community. Strong brand image & statement that they can run ads/videos without their logo or products. **roi = return on investment = return on advertising. A group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas. Create value by allowing individuals and organizations to obtain what they need and want. Other functional areas of the business (operations, finance, and all areas of management) must be coordinated with marketing decisions.
