Marketing : real people, real decisions Upplaga 1

Imagine you are Jamie Mitchell, "chief squeezer" at Innocent, the biggest smoothie brand in the UK and an entrepreneurial phenomenon. Things are going well but you must reward the commitment and passion of your customers. You need an idea that reinforces all their expectations of the brand; its got to be natural, friendly and ethical. Your options are Continue with the Innocent Fruitstock music festival that you launched four years ago Stage a smaller scale family-friendly village fete instead Do nothing for a year and invest in a bigger event next time What would you do? Each chapter is an explosion of ideas, introducing you to a dilemma faced by a real-life marketeer at an eclectic range of companies including Arsenal football club, Hilton Hotels and Electrolux. Youll hear from marketing academics and students, as well as practitioners and experts from other disciplines, explain what decision they would have made in the same situation, before discovering how it worked out. This new and innovative approach will throw you into the exciting decision-making process and help you to understand all the key theories and "metrics" underpinning the discipline, whilst vividly bringing both the principles and practice of marketing to life. "A very good introduction to the real experiences met by professional marketersthat illustrates the complex intellectual challenge found in solving particular dilemmas" Keith Fletcher, Director of Education at the Chartered Institute of Marketing "Significantly different to other introductory marketing texts, it is much fresher, more engaging and more innovative than most." Andy Fennell, Chief Marketing Officer, DIAGEO "Should be essential reading on marketing degree programmes" Anthony Willis, University of Surrey "It brings marketing to life and brings life to marketing. It is a feet-on-the-ground text, which comprehensively covers all the standard marketing theories, updates them to modern living, but, MOST IMPORTANTLY acknowledges that despite all the theory, reality is different and challenging" Marilyn Hunt, University of Worcester "An excellent introduction to marketing comprehensive with a contemporary focus, it highlights the importance of marketing metrics but is still a pleasure to read a unique combination." Lisa Bruggen, Maastricht University "Refreshingly in touch with the many real issues and problems involved in marketing" Jocelyn Hayes, The University of York Use your access code to enter MyMarketingLab, the brand new online learning environment that diagnoses your individual strengths and weaknesses before building you a customized study plan. Youll watch video interviews, hear Podcasts and audio bulletins, access an e-book version of your textbook and engage with interactive challenges, before...