Marketing Concept in Practice at IKEA
Date Submitted: 09/03/2002 10:26:30
Category: / Business & Economy / Marketing and Advertising
Length: 17 pages (4798 words)
Category: / Business & Economy / Marketing and Advertising
Length: 17 pages (4798 words)
INTRODUCTION
Ingvar Kamprad, a Swedish catalogue king, founded IKEA in 1947. IKEA is an acronym for his name, the farm and hometown, Elmtaryd, Agunaryd. IKEA has evolved over the years and has developed into a unique concept offering affordable quality home furnishings within numerous stores scattered across the globe. IKEA is guided by a corporate philosophy spelled out in the founder's quasi-religious book 'Testament of a Furniture Retailer' .
IKEA emphasizes on responding to the home furnishing …
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… gospel according to IKEA, The Guardian
Margonelli, L., October 2002, How IKEA Designs Its Sexy Price Tags, www.business2.com
Normann, R., Ramirez, R., July August 1993, From Value Chain to Value Constellation: Designing Interactive Strategy, Harvard business Review
Jones, H., 15th March 1996, IKEA's global strategy is a winning formula, Marketing Week News Analysis
Davis, M. S., 4th September 2000, One day and a lifetime of brand lessons, Brandweek
WEBSITES
www.ikea.com
www.business2.com
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