MARKETING

DISCOVER:

·         HOW MARKETING ADDS VALUE TO CUSTOMERS AND ORGANIZATIONS

·         HOW INNOVATIVE BRAND POSITIONING DRIVES COMMERCIAL SUCCESS

·         HOW NEW DIGITAL MARKETING COMMUNICATION TECHNIQUES ARE BEING USED BY COMPANIES TO DRIVE THEIR BRAND AWARENESS AND ENGAGEMENT, AS WELL AS CUSTOMER RETENTION AND CONVERSION LEVELS

·         HOW MARKETING PLANNING AND STRATEGY GIVES DIRECTION TO AN ORGANIZATION’S MARKETING EFFORT AND CO-ORDINATES ITS ACTIVITIES.

KEY FEATURES:

·         MARKETING SPOTLIGHTS SHOWCASE THE MARKETING INNOVATIONS OF BRANDS INCLUDING ADIDAS, CRAYOLA, SAMSUNG AND KFC.

·         MARKETING IN ACTION BOXES OFFER VARIED EXAMPLES OF REAL COMPANIES’ CAMPAIGNS IN THE UK, SCANDINAVIA, THE NETHERLANDS AND INTERNATIONALLY.

·         CRITICAL MARKETING PERSPECTIVE BOXES ENCOURAGE CRITICAL THINKING OF ETHICAL DEBATES TO STIMULATE STUDENT DISCUSSION ABOUT SOCIALLY RESPONSIBLE PRACTICE AND ENCOURAGE CRITICAL ANALYSIS OF THESE ISSUES.

·         12 BRAND NEW END OF CHAPTER CASE STUDIES INCLUDING FJALLRAVEN, PRIMARK, UBER AND BREWDOG 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.