Marketing: Real People, Real Decisions: Real People, Real Choices

Solomon, Michael R. and Marshall, Greg W and Stuart, Elnora W. and Barnes, Bradley and Mitchell, Vincent-Wayne

ISBN 10: 0273708805 / ISBN 13: 9780273708803

Editore: Financial Times/ Prentice Hall, 2009

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Dispatched, from the UK, within 48 hours of ordering. Though second-hand, the book is still in very good shape. Minimal signs of usage may include very minor creasing on the cover or on the spine. Grubby book may have mild dirt or some staining, mostly on the edges of pages. Codice articolo CHL10023072

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Titolo: Marketing: Real People, Real Decisions: Real...

Casa editrice: Financial Times/ Prentice Hall

Data di pubblicazione: 2009

Legatura: Paperback

Condizione: Used; Very Good

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Riassunto:

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; it's 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. You'll 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 you find out 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.