| Abstrakt: |
The article focuses on success of Starbucks Corp., a chain of coffeehouses, without spending anything on advertisement. According to the company's Website, Starbucks has 295 stores in Illinois including 93 in Chicago, Illinois. Most are free-standing locations, but the chain also has outlets in supermarkets, hotels, department stores, hospitals, office building, airports and just about anywhere else coffee might be drunk. It has built a global brand name and established an international network of small businesses in the midst of a rapidly proliferating media market without using traditional media. It avoided all conventional wisdom to pursue the simplest of business concepts to take an old product, promote it by word of mouth and use shrewdly chosen location of outlets as a promotional medium. |
