The Marketing Mix

A classic solution

This case study focuses on a transportation joint venture between Adtranz, a manufacturer of railway vehicles and...

Sponsorship and the marketing mix

Vodafone is the world’s largest mobile telecommunications community, employing over 65,000 staff and with over 130 million...

Launching a new product into a developed market

Established markets generate intense competition during which new and innovative marketing strategies are required and new and...

Infinite affinity

Bank of Scotland has a long and distinguished history. Established by an Act of the Scottish Parliament...

Growing a business by developing products and markets

A business that grows is often better placed to meet its customers' needs. Growth can also help...

Product development innovation and the product life cycle

Profitable and innovative commercial businesses are ones which provide customers with exactly what they need and want. Portakabin is...

Pricing the product

Pricing is one of the most important decisions made by any business organisation. Economists use the term...

Positioning the brand

Few organisations operate in a static environment. As we move toward the last years of the 20th...

Rebranding a corporate image

When Will Kellogg accidentally invented a new breakfast food in Battle Creek, Michigan in 1894, he did...

Innovation in infant nutrition

In the modern world, many consumers have opportunities to buy and use an ever-increasing range of goods...

Leading a revolution in banking

Changes in society, markets and economies have intensified the need for most organisations to be more and...

Meeting customers needs

Travis Perkins plc is one of the leading UK building and plumbing merchants. The company operates using...

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