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August Berg: Promoting an Accessible Luxury Watch via Social Media

by Patricia Lui, Lipika Bhattacharya
Discipline:
Marketing
Set in September 2020, the case talks about marketing an accessible (affordable) luxury watch brand, 'August Berg', by a luxury-product distribution company, Norbreeze, based in Singapore. The company's founder, Anders Peter Juel Sauerberg, was sceptical about the launch of a new collection of the...
S$6.00

Technical Note: What is Marketing?

by Nirmalya Kumar
Discipline:
Consumer products
This technical note explores the concepts of marketing as a ploy, promotion and position. To build a sustainable business, where customers return and spread positive word of mouth, one must satisfy customers as well as ensure an adequate profit margin for the firm. This is simpler said than done....
S$6.00

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