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The paper explores Starbucks' marketing strategies, highlighting its commitment to product quality and creating an inviting atmosphere. It emphasizes the role of friendly and well-trained staff in enhancing customer experience and the management's active involvement in fostering customer relationships. The analysis delves into how these elements contribute to Starbucks' brand identity and customer loyalty in both offline and online marketing contexts.
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Starbucks. Evolution of the Company's Marketing Plan, Fotini Mastroianni
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- 2016
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