According to the following article, about 77% of luxury advertisers are expected to increase their investments in online marketing in 2012: http://www.marketingprofs.com/charts/2012/8806/luxury-brands-boosting-online-marketing-spend#ixzz28gVdyP98 In addi

Module 2 – Reading Background

PROMOTION MANAGEMENT & SWOT ANALYSIS

The following reading list provides background information on promotion and marketing communication.

Marketing communications (n.d.). Lesson store. MarketingTeacher. Retrieved from  http://www.marketingteacher.com/lesson-store/#marketing-communications

Promotion (n.d.). Lesson store. MarketingTeacher. Retrieved from  http://www.marketingteacher.com/promotion/

Promotion decisions (n.d.). KnowThis. Retrieved from  http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/

Promotion strategies (n.d.). LearnMarketing. Retrieved from  http://www.learnmarketing.net/promotion.htm

What is digital marketing? (n.d.). Lesson store. MarketingTeacher. Retrieved from  http://www.marketingteacher.com/lesson-store/#digital-marketing

The following articles explain and illustrate the role of promotion in marketing decisions:

Beltrone, G. (2012). Ad of the day: J.C. Penney - Peterson Milla Hooks brings its poppy visual style to the retailer's big new rebranding effort. Adweek (February 3). Retrieved from  http://www.adweek.com/news/advertising-branding/ad-day-jcpenney-137988

Comstock, B., Gulati, R., & Liguori, S. (2010) Unleashing the power of marketing. Harvard Business Review, 88 (10), 90-98.

Jargon, J. (2012). ‘Super Size Me’ Generation Takes Over at McDonald’s. Wall Street Journal. (March 8):A1.

Perner, L. (n.d.). Integrated Marketing Communication. Introduction to Marketing. Marshall School, USC. Retrieved from  http://www.consumerpsychologist.com/intro_Promotion.html

This article speaks to the limits of promotion:

Burkitt, L. (2011). A Chinese Brand Flounders in US. Wall Street Journal (December 20):B1.

These articles discuss online/mobile promotion:

Lopez, R. (2012) Sevenly hopes to change the world one t-shirt at a time. Los Angeles Times(January 25).

Mac, A. (2012). How to lose friends and alienate Twitter followers: 5 stupid social media mistakes.Fast Company (March 1). Retrieved from  http://www.fastcompany.com/1822211/how-to-lose-friends-and-alienate-twitter-followers-5-stupid-social-media-mistakes

The millennial generation research review. (2012). U.S. Chamber of Commerce Foundation. Retrieved from  https://www.uschamberfoundation.org/reports/millennial-generation-research-review

Mobile marketing: Location matters - but how much? (2012). Knowledge@Wharton (March 9). Retrieved from  http://knowledgetoday.wharton.upenn.edu/2012/03/mobile-marketing-location-matters-but-how-much/

Reda, S. (2012). Social gets down to business. Stores (March). Retrieved from  https://nrf.com/news/retail-trends/social-gets-down-business

Stranahan, S.Q. (2011). Keeping up with posts and tweets down east. New York Times (December 7).

Check these Links on managing marketing information and research method:

Managing Marketing Information. (2014). Pearson Learning Solutions, New York, NY. Retrieved from  http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=12113

Managing Marketing Information (Audio). (2014). Pearson Learning Solutions, New York, NY. Retrieved from  http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=11524

These Web pages explain SWOT Analysis:

SWOT financial analysis (n.d.). eHow. Retrieved from  http://www.ehow.com/facts_6767740_swot-financial-analysis.html#ixzz1kiZaabG4

SWOT Analysis (2012). Investopedia. Retrieved from  http://www.marketingteacher.com/wordpress/swot-analysis/

SWOT Analysis (n.d.). MarketingTeacher. Retrieved from  http://www.marketingteacher.com/swot-analysis/

This Web page explains that (1) Strengths and Weaknesses are internal to the firm forces that determine the financial health of a product or company (and gives examples of Strengths and Weaknesses), and (2) Opportunities and Threats are external to the firm forces that determine the financial health of a product or company (and gives examples of Opportunities and Threats). At the very bottom of the page are links to examples of SWOT marketing analyses.