Marketing 5e Student Resources

Case Insight 1.1: Aldoraq Water Bottling Plant

In this video we speak to AbdurahmanAlmaimani, General Manager of Aldoraq Water, to find out more about how the company seeks to compete with well-known international brands.

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Case Insight 2.1: Holdz®

In this video we speak to Steve Goodair, Managing Director of Holdz®, to find out more about how the firm meets its customers' needs.

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Ipsos MORI, the global market research firm, helped Unilever develop is medium-term innovation pipeline for four of its cleaning brands. We go behind the scenes with Billie Ing, innovation engagement leader; LeoraUnsdorfer, qualitative research manager; and Alex Gilby, quantitative associate director.

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Case Insight 4.1: P. Rigas Packaging Material SA

How should organizations scan their external environments and what should they do if they identify potential threats and opportunities? Achilleas Rigas, CEO of P. Rigas Packaging, speaks to Paul Baines about how his company scans its external environment in order to mitigate some of the difficult economic circumstances that are currently operating in Greece today.

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Case Insight 5.1: 3 scale

In this video we speak to Manfred Bortenschlager, API Market Development Director of 3scale, to find out how the company competes in its marketplace.

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Case Insight 6.1: Soberana

When an international beer brand took 10% of the Panamanian beer market, it was time for local brand Soberana to re-evaluate their approach. We talk to the Brand Franchise Manager of Soberana, Fermin Paus, to find out how they responded.

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Case Insight 7.1: Lanson International

In this video we speak to Paul Beavis, Managing Director of Lanson International, to find out more about how the company looks to further develop its presence in international markets, including the UK.

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Case Insight 8.1: Cheil UK

We speak to Manish Bhan, head of retail transformation at Cheil UK, about how they helped client Samsung develop its retail offering.

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Case Insight 9.1: Simply Business

In this video, we speak to Director of Strategy and Pricing of Simply Business, Philip Williams, to find out more about how the company has developed its pricing strategy.

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Case Insight 10.1: The Guardian/BBH

The following video was originally recorded for the 4^th edition of the book, which remains relevant to the 5^th edition.

How could an organization realise their objective to not only shift audience perceptions but to also change behaviours? Agathe Guerrier, Strategy Director at the advertising agency Bartle Bogle Hegarty (BBH), tells us about the challenges of transforming perceptions of their client, The Guardian, as dusty left-wing newspaper brand amongst a large potential audience of digitally connected, inquisitive news readers.

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Case Insight 11.1: Adnams

Adnams, famous beer brewer and now, since 2010, distiller of spirits, is known for its engaging advertising campaigns. Emma Hibbert, marketing director, speaks to us about how their brand is maintained and promoted.

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Case Insight 12.1: Spotify

What role do social media play and how should organizations incorporate them into their communication campaigns? We talk to Chug Abramowitz, vice president of global customer service and social media at Spotify, to find out more.

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Case Insight 13.1: Aston Martin

In this video we speak to Simon Sproule, Director of Global Marketing and Communications of Aston Martin, to find out how the brand is promoted in China.

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Case Insight 14.1: Åhléns

In this video we talk to LottaBjurhult, Business Developer Retail Operations at Sweden's largest department store chain, Åhléns, to find out what it takes to add an online channel to an existing network of department stores.

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Case Insight 15.1: Withers Worldwide

We speak to Laura Boyle, Head of EU Marketing and Business Development at Withers Worldwide, to explore how Withers works to improve the quality of its client relationships

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Case Insight 16.1: Grant Thornton UK LLP

We speak to Anne Blackie, head of bids and strategic accounts at Grant Thornton UK, one of the world’s leading independents audit firms; she discusses how the firm manages its client relationships.

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Case Insight 17.1: City of London Police

In this video we speak to Superintendent Helen Isaac, to find out how the City of London Police use social marketing to support law enforcement.

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Case Insight 18.1: One Bag Habit

Sometimes, sustainability requires innovative initiatives—including collaboration with one’s competitors. We speak to Anna-Karin Dahlberg( Lindex), FeliciaReuterswärd (H&M), and Fredrika Klarén (KappAhl) to understand the challenges involved in working on initiatives targeted at stimulating more sustainable consumption behaviours.

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Chapter 1 Library of Video Links

Marketing Principles and Practice

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Chapter 2 Library of Video Links

Consumer Buying Behaviour

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Chapter 3 Library of Video Links

Marketing research and customer insight

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Chapter 4 Library of Video Links

The Marketing Environment

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Chapter 5 Library of Video Links

Marketing Strategy

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Chapter 6 Library of Video Links

Marketing Segmentation and Positioning

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Chapter 7 Library of Video Links

International Market Development

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Chapter 8 Library of Video Links

New Proposition Development and Innovation

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Chapter 9 Library of Video Links

Price and Customer Value Decisions

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Chapter 10 Library of Video Links

Principles of Marketing Communications

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Chapter 11 Library of Video Links

Configuring the Marketing Communications Mix

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Chapter 12 Library of Video Links

Digital and Social Media Marketing

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Chapter 13 Library of Video Links

Brand Decisions

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Chapter 14 Library of Video Links

Channels, Supply Chains, and Retailing

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Chapter 15 Library of Video Links

Services and Relationship Marketing

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Chapter 16 Library of Video Links

Business-to-Business Marketing

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Chapter 17 Library of Video Links

Not-for-Profit and Social Marketing

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Chapter 18 Library of Video Links

Marketing, Society, Sustainability, and Ethics

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Chapter 1 Author Audio Podcasts

Marketing Principles and Practice

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Chapter 2 Author Audio Podcasts

Consumer Buying Behaviour

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Chapter 3 Author Audio Podcasts

Marketing Research and Customer Insight

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Chapter 4 Author Audio Podcasts

The Marketing Environment

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Chapter 5 Author Audio Podcasts

Marketing Strategy

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Chapter 6 Author Audio Podcasts

Marketing segmentation and positioning

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Chapter 7 Author Audio Podcasts

International Market Development

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Chapter 8 Author Audio Podcasts

New Proposition Development and Innovation

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Chapter 9 Author Audio Podcasts

Price and Customer Value Decisions

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Chapter 10 Author Audio Podcasts

Principles of Marketing Communications

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Chapter 11 Author Audio Podcasts

Configuring the Marketing Communications Mix

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Chapter 12 Author Audio Podcasts

Digital and Social Media Marketing

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Chapter 13 Author Audio Podcasts

Brand Decisions

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Chapter 14 Author Audio Podcasts

Channels, Supply Chains, and Retailing

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Chapter 15 Author Audio Podcasts

Services and Relationship Marketing

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Chapter 16 Author Audio Podcasts

Business-to-Business Marketing

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Chapter 17 Author Audio Podcasts

Not-for-Profit and Social Marketing

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Chapter 18 Author Audio Podcasts

Marketing, Society, Sustainability, and Ethics

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Chapter 1 Multiple-Choice Questions

Marketing Principles and Practice

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Chapter 2 Multiple-Choice Questions

Consumer Buying Behaviour

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Chapter 3 Multiple-Choice Questions

Marketing Research and Customer Insight

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Chapter 4 Multiple-Choice Questions

The Marketing Environment

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Chapter 5 Multiple-Choice Questions

Marketing Strategy

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Chapter 6 Multiple-Choice Questions

Marketing Segmentation and Positioning

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Chapter 7 Multiple-Choice Questions

International Market Development

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Chapter 8 Multiple-Choice Questions

New Proposition Development and Innovation

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Chapter 9 Multiple-Choice Questions

Price and Customer Value Decisions

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Chapter 10 Multiple-Choice Questions

Principles of Marketing Communications

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Chapter 11 Multiple-Choice Questions

Configuring the Marketing Communications Mix

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Chapter 12 Multiple-Choice Questions

Digital and Social Media Marketing

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Chapter 13 Multiple-Choice Questions

Brand Decisions

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Chapter 14 Multiple-Choice Questions

Channels, Supply Chains, and Retailing

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Chapter 15 Multiple-Choice Questions

Services and Relationship Marketing

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Chapter 16 Multiple-Choice Questions

Business-to-Business Marketing

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Chapter 17 Multiple-Choice Questions

Not-for-Profit and Social Marketing

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Chapter 18 Multiple-Choice Questions

Marketing, Society, Sustainability, and Ethics

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Chapter 1 Flashcard Glossaries

Marketing Principles and Practice

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Chapter 2 Flashcard Glossaries

Consumer Buying Behaviour

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Chapter 3 Flashcard Glossaries

Marketing Research and Customer Insight

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Chapter 4 Flashcard Glossaries

The Marketing Environment

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Chapter 5 Flashcard Glossaries

Marketing Strategy

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Chapter 6 Flashcard Glossaries

Marketing Segmentation and Positioning

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Chapter 7 Flashcard Glossaries

International Market Development

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Chapter 8 Flashcard Glossaries

New Proposition Development and Innovation

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Chapter 9 Flashcard Glossaries

Price and Customer Value Decisions

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Chapter 10 Flashcard Glossaries

Principles of Marketing Communications

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Chapter 11 Flashcard Glossaries

Configuring the Marketing Communications Mix

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Chapter 12 Flashcard Glossaries

Digital and Social Media Marketing

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Chapter 13 Flashcard Glossaries

Brand Decisions

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Chapter 14 Flashcard Glossaries

Channels, Supply Chains, and Retailing

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Chapter 15 Flashcard Glossaries

Services and Relationship Marketing

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Chapter 16 Flashcard Glossaries

Business-to-Business Marketing

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Chapter 17 Flashcard Glossaries

Not-for-Profit and Social Marketing

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Chapter 18 Flashcard Glossaries

Marketing, Society, Sustainability, and Ethics

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Chapter 8 Career Insight Videos

New Proposition Development and Innovation

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Chapter 11 Career Insight Videos

Configuring the Marketing Communications Mix

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Chapter 18 Career Insight Videos

Marketing, Society, Sustainability, and Ethics

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Chapter 1 Transcripts To Accompany The Case Insight Videos

Marketing principles and practice

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Internet Activities 1.1 Professional Marketing Associations

Marketing Principles and Practice

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Chapter 2 Transcripts To Accompany The Case Insight Videos

Consumer buying behaviour

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Internet Activities 1.2 Marketing Innovation

Marketing Principles and Practice

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Chapter 3 Transcripts To Accompany The Case Insight Videos

Marketing research and customer insight

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Internet Activities 2.1 Personality Traits

Consumer Buying Behaviour

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Chapter 4 Transcripts To Accompany The Case Insight Videos

The marketing environment

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Internet Activities 2.2 Personality Traits

Consumer Buying Behaviour

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Chapter 5 Transcripts To Accompany The Case Insight Videos

Marketing strategy

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Internet Activities 2.3 Volkswagen

Consumer Buying Behaviour

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Chapter 6 Transcripts To Accompany The Case Insight Videos

Marketing segmentation and positioning

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Internet Activities 3.1 Market Research Portal

Marketing Research and Customer Insight

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Chapter 7 Transcripts To Accompany The Case Insight Videos

International market development

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Internet Activities 4.1 UK’s National Economy

The Marketing Environment

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Chapter 8 Transcripts To Accompany The Case Insight Videos

New proposition development and innovation

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Internet Activities 4.2 Scan of the External Environment

The Marketing Environment

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Chapter 9 Transcripts To Accompany The Case Insight Videos

Price and customer value decisions

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Internet Activities 4.3 Competitor’s Strategic Activities

The Marketing Environment

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Internet Activities 5.1 Mission and Vision Statements

Marketing Strategy

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Chapter 11 Transcripts To Accompany The Case Insight Videos

Configuring the marketing communications mix

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Internet Activities 6.1 Geo-Demographic Data

Marketing Segmentation and Positioning

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Chapter 12 Transcripts To Accompany The Case Insight Videos

Digital and social media marketing

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Internet Activities 6.2 SIC Codes

Marketing Segmentation and Positioning

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Chapter 13 Transcripts To Accompany The Case Insight Videos

Brand decisions

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Internet Activities 7.1 Taxation, Supply, and Ethics

International Market Development

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Chapter 14 Transcripts To Accompany The Case Insight Videos

Channels, supply chains, and retailing

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Internet Activities 7.2 Yum!

International Market Development

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Chapter 15 Transcripts To Accompany The Case Insight Videos

Services and relationship marketing

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Internet Activities 7.3 ‘glocal’ approach

International Market Development

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Chapter 16 Transcripts To Accompany The Case Insight Videos

Business-to-business marketing

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Internet Activities 8.1 HSBC

New Proposition Development and Innovation

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Chapter 17 Transcripts To Accompany The Case Insight Videos

Not-for-profit and social marketing

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Internet Activities 8.2 Product Range Terminology

New Proposition Development and Innovation

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Chapter 18 Transcripts To Accompany The Case Insight Videos

Marketing, society, sustainability, and ethics

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Internet Activities 8.3 FMCG Companies NPDP

New Proposition Development and Innovation

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Internet Activities 8.4 Service Development Process

New Proposition Development and Innovation

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Internet Activities 9.1 Pricing of Budget Airline Services

Price and Customer Value Decisions

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Internet Activities 9.2 Never Knowingly Undersold

Price and Customer Value Decisions

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Internet Activities 10.1 Word of Mouth in Contemporary Advertising

Principles of Marketing Communications

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Internet Activities 10.2 Strong and Weak Theories of Advertising

Principles of Marketing Communications

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Internet Activities 10.3 Burberry

Principles of Marketing Communications

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Internet Activities 11.1 Toyota

Configuring the Marketing Communications Mix

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Internet Activities 11.2 Bacardi

Configuring the Marketing Communications Mix

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Internet Activities 11.3 Bacardi

Configuring the Marketing Communications Mix

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Internet Activities 12.1 EY Twitter

Digital and Social Media Marketing

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Internet Activities 12.2 Advertising Options Social Media

Digital and Social Media Marketing

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Internet Activities 12.3 Online/Offline Search

Digital and Social Media Marketing

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Internet Activities 12.4 Consumer Privacy Concerns

Digital and Social Media Marketing

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Internet Activities 13.1 Branding of Major Organizations

Brand Decisions

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Internet Activities 13.2 Generating Brand Names

Brand Decisions

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Internet Activities 13.3 Peppa Pig

Brand Decisions

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Internet Activities 14.1 Intermediaries Within the Film and Television Industry

Channels, Supply Chains, and Retailing

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Internet Activities 14.2 Internet Retailing Sites

Channels, Supply Chains, and Retailing

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Internet Activities 15.1 Customer Ioyalty

Services and Relationship Marketing

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Internet Activities 16.1 Software to Business Customers

Business-to-Business Marketing

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Internet Activities 16.2 7 phases

Business-to-Business Marketing

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Internet Activities 16.3 SFA

Business-to-Business Marketing

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Internet Activities 17.1 cause marketing

Not-for-Profit and Social Marketing

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Internet Activities 18.1 Manipulative Marketing

Marketing, Society, Sustainability, and Ethics

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Internet Activities 18.2 National Australia Bank

Marketing, Society, Sustainability, and Ethics

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Research Insights 1.1 The Concept of the Marketing Mix

Marketing Principles and Practice

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Research Insights 1.2 Service-Dominant Logic

Marketing Principles and Practice

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Research Insights 1.3 Expanding our Understanding of Marketing in Society

Marketing Principles and Practice

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Research Insights 2.1 Consumer Research

Consumer Buying Behaviour

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Research Insights 2.2 Revisiting Consumption Experience

Consumer Buying Behaviour

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Research Insights 2.3 The Theory of Planned Behaviour

Consumer Buying Behaviour

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Research Insights 3.1 Building an Insights Engine

Marketing Research and Customer Insight

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Research Insights 3.2 Online Focus Group

Marketing Research and Customer Insight

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Research Insights 3.3 Marketing Analytics for Data-Rich Environments

Marketing Research and Customer Insight

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Research Insights 4.1 Marketing Myopia

The Marketing Environment

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Research Insights 4.2 Blue Ocean Strategy

The Marketing Environment

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Research Insights 4.3 The Impact of Product Portfolio Strategy on Financial Performance

The Marketing Environment

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Research Insights 5.1 The Strategy Concept: Five Ps for Strategy

Marketing Strategy

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Research Insights 5.2 The Core Competence of the Organisation

Marketing Strategy

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Research Insights 5.3 Pipelines, Platforms, and the New Rules of Strategy

Marketing Strategy

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Research Insights 5.4 What Drives Managerial Use

Marketing Strategy

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Research Insights 6.1 Product Differentiation and Market Segmentation

Marketing Segmentation and Positioning

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Research Insights 6.2 Market Segmentation

Marketing Segmentation and Positioning

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Research Insights 6.3 A Better Way to Map Brand Strategy

Marketing Segmentation and Positioning

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Research Insights 7.1 Strategic Approach to Internationalization

International Market Development

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Research Insights 7.2 Strategy Fit and Performance Consequences

International Market Development

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Research Insights 7.3 Consumer Animosity

International Market Development

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Research Insights 8.1 Marketing/R&D

New Proposition Development and Innovation

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Research Insights 8.2 Evolving to a New Dominant Logic for Marketing

New Proposition Development and Innovation

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Research Insights 8.3 Customer Integration Within Service Development

New Proposition Development and Innovation

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Research Insights 9.1 The Price–Perceived Quality Relationship

Price and Customer Value Decisions

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Research Insights 9.2 How to Win a Price War

Price and Customer Value Decisions

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Research Insights 9.3 Price and Advertising Effectiveness Over the Business Cycle

Price and Customer Value Decisions

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Research Insights 10.1 The Persuasion Knowledge Model

Principles of Marketing Communications

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Research Insights 10.2 The Impact of Different Touchpoints on Brand Consideration

Principles of Marketing Communications

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Research Insights 10.3 A Communication-Based Marketing Model

Principles of Marketing Communications

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Research Insights 11.1 If Advertising Won’t Die, What Will it Be?

Configuring the Marketing Communications Mix

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Research Insights 11.2 The Effect of Electronic Word of Mouth on Sales

Configuring the Marketing Communications Mix

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Research Insights 11.3 Integrated Marketing Communications

Configuring the Marketing Communications Mix

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Research Insights 12.1 A Thematic Exploration of Digital, Social Media, and Mobile Marketing

Digital and Social Media Marketing

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Research Insights 12.2 Engagement with Social Media and Social Media Advertising

Digital and Social Media Marketing

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Research Insights 12.3 Exploring Advertising Equity

Digital and Social Media Marketing

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Research Insights 13.1 Reflections on Customer-Based Brand Equity

Brand Decisions

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Research Insights 13.2 Consumers and Their Brands

Brand Decisions

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Research Insights 13.3 How Important are Brands

Brand Decisions

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Research Insights 14.1 Managing Multi- and Omni-Channel Distribution

Channels, Supply Chains, and Retailing

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Research Insights 14.2 Customer Orientation Structure for Internet-Based Business-to-business platform firms

Channels, Supply Chains, and Retailing

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Research Insights 14.3 Full Paper - Exploring the Effects of ‘What’

Channels, Supply Chains, and Retailing

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Research Insights 15.1 Servqual

Services and Relationship Marketing

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Research Insights 15.2 Zero Defections

Services and Relationship Marketing

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Research Insights 15.3 Customer Engagement

Services and Relationship Marketing

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Research Insights 16.1 Changes in the Theory of Interorganizational Relations

Business-to-Business Marketing

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Research Insights 16.2 Developing Buyer–Seller Relationships

Business-to-Business Marketing

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Research Insights 16.3 Intraorganizational Determinants

Business-to-Business Marketing

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Research Insights 17.1 Broadening the Concept of Marketing

Not-for-Profit and Social Marketing

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Research Insights 17.2 The competitive Advantage of Corporate Philanthropy

Not-for-Profit and Social Marketing

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Research Insights 17.3 The Behaviour Change Wheel

Not-for-Profit and Social Marketing

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Research Insights 18.1 A Stakeholder Model for Implementing Social Responsibility in Marketing

Marketing, Society, Sustainability, and Ethics

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Research Insights 18.2 The General Theory of Marketing Ethics

Marketing, Society, Sustainability, and Ethics

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Research Insights 18.3 The Role of Data Privacy in Marketing

Marketing, Society, Sustainability, and Ethics

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Chapter 1 Web Links

Marketing Principles and Practice

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Chapter 2 Web Links

Consumer Buying Behaviour

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Chapter 3 Web Links

Marketing Research and Customer Insight

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Chapter 4 Web Links

The Marketing Environment

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Chapter 5 Web Links

Marketing Strategy

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Chapter 6 Web Links

Marketing Segmentation and Positioning

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Chapter 7 Web Links

International Market Development

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Chapter 8 Web Links

New Proposition Development and Innovation

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Chapter 9 Web Links

Price and Customer Value Decisions

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Chapter 10 Web Links

Principles of Marketing Communications

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Chapter 11 Web Links

Configuring the Marketing Communications Mix

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Chapter 12 Web Links

Digital and Social Media Marketing

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Chapter 13 Web Links

Brand Decisions

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Chapter 14 Web Links

Channels, Supply Chains, and Retailing

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Chapter 15 Web Links

Services and Relationship Marketing

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Chapter 16 Web Links

Business-to-Business Marketing

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Chapter 17 Web Links

Not-for-Profit and Social Marketing

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Chapter 18 Web Links

Marketing, Society, Sustainability, and Ethics

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