John Fahy,
University of Limerick David Jobber,
University of Bradford
ISBN: 0077167953 Copyright year: 2015
Feature Summary
Key features:
Marketing Spotlights showcase the marketing innovations of brands including Spotify, One Direction and ASOS
Marketing in Action boxes offer varied examples of real companies’ campaigns in the UK, Scandinavia, The Netherlands and internationally
Ethical Debate boxes stimulate student discussion about socially responsible practice
Social Media boxes highlight the importance of this tool and examine the nature of social media marketing
A new Digital Marketing chapter focuses on the tools and best practices needed to successfully market in an online, multi-platform world
12 end of chapter Case Studies including Fiat, H&M and Captain Morgan give in-depth analysis of companies’ marketing strategies, with dedicated questions to provoke student enquiry
Marketing Showcase videos feature interviews with business leaders and marketing professionals, offering insights into how different organisations have successfully harnessed the elements of the marketing mix
Click here for a video featuring Kat Cole of Cinnabon discussing Case 9 and how it will help marketing students understand what it takes to build a great business by connecting to customers and developing the brand.
2015 McGraw-Hill Education Europe