Integrated Marketing Communications - Starbucks.

Starbucks key of success is the ability to change the concept consumers had about drinking coffee. With more than 6000 outlets across the world (2003 numbers) and the intention of increasing them in the near future, the company has transformed coffee into a lifestyle accessory with as much elegance as the latest fashion. However, their way to success was not so easy and if we go back in 1971, we will find that coffee didn't look like it …showed first 75 words of 2954 total…

…showed last 75 words of 2954 total…-19, 22. 9.Suicaorich, John and Winster, Stephen. "The Coffee Book - A Connoisseur's Guide to Gourmet Coffee". London: Prentice Hall International, Inc., 1976, pp. 97-107 10.Mintz, Sidney W. "The changing roles of food in the study of consumption." Consumption and the World of Goods eds. John Brewer and Roy Porter, 261-73. London: Routledge, 1993 11.Jay Belt, "Wired Angels Espresso Cafe" Hanford, California, February 26, 1999 12.Rice, Paul D. Market opportunity assessment for Fair Trade Coffee. Prepared for Transfair USA, February 1997