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Essay / Research Paper Abstract
This 5 page paper examines the marketing of Kenneth Cole. Looking at the controversial advertisements which include the use of social issues as well as humour, the style of marketing and branding is considered and used to study the integration between the marketing of the bricks and mortar stores and the internet store. The bibliography cites 4 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEkennethc.rtf
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Unformatted sample text from the term paper:
attraction, with the reduction of trading barriers. For others there is also the push factor of the knowledge that failing to embrace this medium of sales may result in a
competitive disadvantage. Many traditional retailers have developed internet sales, companies such as Barnes and Noble and Wal-Mart and Kenneth Cole have embraced this medium. When a company uses the internet
there are choices to be made regarding the marketing. Companies may treat the internet operation as separate operation, aiming at areas the traditional retail stores cannot reach. Other companies may
seek a more integrated approach, with marketing aimed at supporting both mediums of sales. Kenneth Cole is an example of this latter approach. Integrated marketing is seen when all
of a companies departments work together in a customer centric manner (Kotler, 2003). Kenneth Cole may be seen as following the same principles as Hewlett Packard, where David Packard, states
that "Marketing is far too important to be left to the marketing department!" (Kotler, 2003; 23). Therefore integrated marketing is not merely the use of marketing to support both
the bricks and mortar store and the online store, but an approach to the entire companies marketing. For Kenneth Cole marketing has been a central feature of the company,
demonstrating the culture and values as well as increasing brand awareness and informing of product offerings and creation of consumer perceptions. The company started in 1982 with a womens
footwear collection, today there are in access of thirty product groups. This growth in product lines, as well as accompanying sales levels has been achieved predominantly through the physical stores
supported by strong innovative marketing. Marketing has always been cutting edge and controversial, using social issues, for example, one of the advertisements for the Spring 2004 campaign has the
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