Tiffany & Co. is the global company recognized all over the world for the value,quality and style of their products. According to Tiffany & Co., "Tiffany is about things that last forever..." The company is not focused on the fashion, but is dedicated to the timeless style and design. The company is focused on the customers who appreciate finer things in life and the emotional pleasure of owning the best there is. As one of the most famous jewelers in the world, Tiffany & Co. established themselves as an example of the company that is able to increase the value of their products through effective marketing and attention to detail. They believe that the best way to attract new customers is to educate them about their products and to sell them not only the jewelry but the piece of art and culture at the same time.
Tiffany customers are exposed to two external information sources: nonmarketing -controlled and marketing-controlled. A nonmarketing-controlled information source is represented by personal sources such as family, friends and coworkers. The marketing-controlled information sources are associated with mass media advertising such as television, magazine advertising and Internet.
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