Case summary:
Person MP longed to pursue a career in arts. Her father left her when she was 19. She stated schooling in College R of arts and design. She managed to pay her first-year fee by working part-time. However, she could not able to pay her second-year fee. Hence, she discontinued the schooling and looking for a job. She started making videos on Website Y about makeup tutorials and she started a blog about her life.
Within four years, she becomes a brand in Website Y. Company G offered $1 million to create 20 hours of content. In 2014, College R of arts and design awarded her an honorary doctorate. Later, she created her own beauty brand EC when she partnered with Company L of Country U. By 2016, Person MP’s channel in Website Y had more than 8 million followers.
To determine: The marketing philosophy of Person MP in terms of her marketing mix, value package, and overall approach.
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Chapter 11 Solutions
Business Essentials (12th Edition) (What's New in Intro to Business)
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