Marketing Case: Starbucks
"Coffee is at the heart of what we do."
<Tab/><Tab/><Tab/><Tab/><Tab/><Tab/><Tab/> Benne Peto, HR director of Starbucks
<Tab/>Starbucks is that rare business story: a company that has single-handedly breathed new life in an old commodity and established a new "killer category." Starbucks was a first mover in a largely fragmented industry and its strategy of focused differentiation has put it well ahead of other consumer products coffee providers.
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