Kukuxumusu
##plugins.themes.bootstrap3.article.main##
##plugins.themes.bootstrap3.article.sidebar##
Abstract
Kukuxumusu, S.L. is an organization that commercializes draws in different quality supports to be bought, used and enjoyed by people of any age, sex and condition, who expect amusing, original and different messages of a T-shirt, a cup, a key-ring,… Kukuxumusu develops its activity in the souvenir and gift's markets. The article analizes the global market strategy adopted by Kukuxumusu related to its portfolio, distribution channels and communication instruments. Since 1989, the year they sold their first T-shirt in San Fermin feasts, Kukuxumusu has become a firm with a strong corporate culture, which has grown making use of the new technologies. Both the brand management and the differentiation based on intangible attributes, are key factors in Kukuxumusu's marketing strategy.
How to Cite
##plugins.themes.bootstrap3.article.details##
Product, Brand, Differentiation, Placement, Promotion
Authors retain copyright of its works. Management Letters/Cuadernos de Gestión publications are licensed under Creative Commons license CC-BY-NC-ND, granting open access rights to society.
Specifically, CC-BY-NC-ND license permits any kind of use, distribution, publicize and copy the article, as long as the original author and source are properly recognized and for Non Commercial purposes.
The author can use the article freely always indicating that it has been published in Management Letters/Cuadernos de Gestión. Any re-edition of the article must be approved by the journal editorial team.