[Download] "TZEN Boutique Jewelry: Brand Building for a Small Business (Case Study)" by Journal of the International Academy for Case Studies * Book PDF Kindle ePub Free

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eBook details

• Title: TZEN Boutique Jewelry: Brand Building for a Small Business (Case Study)
• Author : Journal of the International Academy for Case Studies
• Release Date : January 01, 2011
• Genre: Law,Books,Professional & Technical,
• Pages : * pages
• Size : 268 KB

Description

CASE DESCRIPTION The primary subject matter of this case concerns the challenges of establishing a brand within the jewelry industry where appropriate positioning of the business and establishing a credible brand are the main emphasis for new business entrants. Secondary issues examined include: understanding luxury consumer segment, consumer behavior, and creating an integrated marketing and communications plan. The case has a difficulty level appropriate for senior and graduate level. This case is designed to be taught in two (2) class hour or as a mini group research project and is expected to require at least of three (3) hours of outside preparation by students.

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