Title :
How to Carry out Cross-Marketing: The Enlightenment of Two Cases
Author :
Gan, Yong ; Li, Derong ; He, Limin
Author_Institution :
Sch. of Econ. & Manage., Inner Mongolia Univ. of Sci. & Technol., Baotou, China
Abstract :
As a new marketing strategy that possesses unique advantages, cross-marketing has been attached more importance to and adopted by more enterprises in face of fierce competitions. This essay, combining with relevant theories, intends to explore and summarize some cross-marketing strategies, through detailed description and in-depth analysis of two typical cases-Nongfu Spring\´s "fresh-keeping" with the help of TCL and Red Apple Furniture\´s successful cross-marketing through internet-in order to provide references for modern enterprises.
Keywords :
marketing; Internet; Nongfu Spring fresh-keeping; cross-marketing; marketing strategy; modern enterprises; Beverage industry; Cities and towns; Companies; Internet; Refrigerators; Springs;
Conference_Titel :
Management and Service Science (MASS), 2011 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-6579-8
DOI :
10.1109/ICMSS.2011.5999237
