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Marketing Principles of Google - Literature review Example

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The following paper entitled 'Marketing Principles of Google' presents the news story from multiple angles ranging from applying the concepts of the marketing mix to the concept of marketing in the digital age. The paper tries to analyze the contents from the perspective of marketing principles…
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Marketing Principles of Google
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Download file to see previous pages It was one of the first companies to set up a website for selling books and accessories online. The success of the model pioneered by Amazon spurred many companies (Barnes and Noble, Borders, etc) to enter the area of selling books online.
The article clearly highlights the potential for rivalry between Google (once it launches Google Editions) and Amazon as both the companies are essentially targeting the same market i.e. the consumers of e-books. Further, the article discusses the possibility of a “price war” where each of the competitors would be going in for a “race to the bottom” in search of the consumers for their products. The Implications of this strategy would be discussed in due course.
This section analyzes the case from the 4P’s of the marketing mix, namely: Price, Product, Place and Promotion. These are the cornerstones of any marketing strategy and the successful execution of these in a combination or individually would determine the success of the venture as is being undertaken by Google. The marketing mix is the “set of controllable, tactical marketing tools that the company blends to produce the response it wants in the target market.” (Kotler, 2009 63)
To take the first component of the Marketing Mix, the biggest advantage that Google has is its competitive pricing. Since the market perception is that Amazon’s Kindle (a handheld the device for reading e-books) is priced at a higher level ($279) than the other readers for e-books, Google can hope to have an advantage here. ...Download file to see next pagesRead More
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