Award winning, student-tested case studies
12 substantial cases feature overall, each one offering a critical view of marketing practice. Many are award-winning and all are student-tested to ensure they’re easy and fun to use. Companies covered include: Guinness, Online Music, Pret a Manger and Absolut Vodka.Dynamic marketing vignettes and examples
This text is packed with fun and relevant examples of marketing. Inside you’ll find examples on: iPod, trend spotting, Gap, MTV, O2, Burberry, Madonna, Agent Provocateur and Louis Vuitton. International coverage
With examples from European and globally operating companies, this is the most international marketing foundations book available. Examples of marketing in Finland, Sweden, Denmark, The Netherlands, France, the UK, Ireland and the USA all feature. The book also boasts a brand new section on the impact of exchange rates on businesses, the growth in pan-European brands and pricing in international markets.New and Up-to-date coverage
We’ve added significant new coverage of the most current issues in marketing. Inside, you’ll find the following brand new topics:
Brand new chapter on Services Marketing
2 expanded chapters on Mass and Direct Integrated Marketing Communications
More Relationship Marketing
More Branding
New coverage of mobile marketing, sponsorship and product placement
2006 McGraw-Hill Education Europe