Discuss which strategic marketing assumptions and decisions led to Boo.com's inevitable failure? 2. Compare and contrast the marketing strategy of Boo.com with successful online travel and leisure retaller lastminute.com (also founded in 1998) and suggest what made the difference between success and failure. 3. Use the framework of the marketing mix to appraise the marketing tactics of Boo.com in the areas of Product, Pricing, Place, Promotion, Process, People and Physical evidence. 4. In many ways, the vision of Boo's founders were 'ideas before their time'. Give examples of e-retail techniques adopted by Boo to create an engaging online customer experience that are now commonplace.
