Cases
Building a Brand with Social Media
At the beginning of this chapter, you read about Michelle Phan and how she expanded a blog into a beauty and lifestyle empire. Using the information presented in this chapter, you should now be able to answer the following questions.
Questions for Discussion
11-25. What forces in the external environment have created opportunities or challenges for Michelle Phan? Explain.
11-26. How would you describe Michelle’s marketing philosophy in terms of her value package, marketing mix, and overall approach?
11-27. Describe the consumer buying process for someone purchasing cosmetic products. Where would videos and a service like Ipsy fit into this process?
11-28. Go to Michelle’s YouTube channel https://www.youtube.com/user/MichellePhan ...
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