This title has been replaced by Marketing, 6e, and its resources will no longer be available for student purchase or redemption after 15 Jul 2025. Anyone who purchased or redeemed access prior to 15 Jul 2025 can still access these resources for the duration of their original access period.
Student resources to accompany Marketing, 5th edition:
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.
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.
The following video was originally recorded for the 4th edition of the book, which remains relevant to the 5th 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.
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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