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Principles and Practice of Marketing
? How the bandwagon effect has contributed to the success of online group buying
? How IKEA delivers sustainable cotton and timber products to millions of customers
? How social marketing is combatting an obesity crisis
? How the relaunch of Netto became a case of fighter branding
? How crowdsourcing is evolving advertising
? How Abercrombie & Fitch's store environment could be heading it into the dark
? A brand new chapter on Relationship Marketing
? Newly updated structure to focus on the importance of Customer Value
? Fully updated to cover the latest technologies and digital developments
? New Marketing in Action boxes and Mini Cases focusing on European and Global companies including Spotify, Rovio, Decathlon, Zara and Amazon
? 44 new and updated end-of-chapter cases provide insights from across a range of businesses; from high street fashion stores and supermarkets (H&M, The Co-operative) and Airlines and services (EasyJet, Pret A Manger), to digital companies (ASOS, Google) and the music and film industries (Apple, Disney).
? Fully updated and streamlined pedagogy including refocused recommended readings at the end of each chapter, allowing you to expand your knowledge
? New AdInsight boxes including active QR codes to keep you up-to-date with the latest marketing campaigns and examples
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€7,69