The Cases in Marketing provides a bridge between course textbooks and key real-world examples. The Ad-Apt in São Paulo? case study summarizes and examines the scenario and includes supporting commentary from Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti.
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Ad-Apt in São Paulo?
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Advertising ‘Like a Girl’
The Cases in Marketing provides a bridge between course textbooks and key real-world examples. The Advertising ‘Like a Girl’ case study summarizes and examines the scenario and includes supporting commentary from Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti.
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Advertising Across Cultural Borders
This chapter looks into advertising to different cultures. It lists the basic sources of various cultural assumptions ranging between sources of culture, cognitive organization, and cultural expressions. The chapter uses Hofstede’s dimensions and definitions framework on cultural values citing power distance, individualism/collectivism, uncertainty avoidance, masculinity/femininity, and long-term orientation as dimensions. It also includes the different approaches to communication, which are divided between high-context culture and low-context culture. Moreover, the chapter explores other cultural dimensions such as Schwarz’ Universal Value Structure. It highlights how culture impacts the process and effectiveness of advertising and brand perceptions.
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Advertising, Arabic Style
The Cases in Marketing provides a bridge between course textbooks and key real-world examples. The Advertising, Arabic Style case study summarizes and examines the scenario and includes supporting commentary from Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti.
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Åhléns
The Cases in Marketing provides a bridge between course textbooks and key real-world examples. The Åhléns case study summarizes and examines the scenario and includes supporting commentary from Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti.
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Airlines: Fight and Flight
The Cases in Marketing provides a bridge between course textbooks and key real-world examples. The Airlines: Fight and Flight case study summarizes and examines the scenario and includes supporting commentary from Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti.
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Aldoraq Water Bottling Plant
The Cases in Marketing provides a bridge between course textbooks and key real-world examples. The Aldoraq Water Bottling Plant case study summarizes and examines the scenario and includes supporting commentary from Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti.
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Alliances in the Sky
The Cases in Marketing provides a bridge between course textbooks and key real-world examples. The Alliances in the Sky case study summarizes and examines the scenario and includes supporting commentary from Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti.
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Amazon instant video
Cases in Strategic Marketing provides a bridge between course textbooks and key real-world examples. The Amazon instant video case study summarizes and examines the scenario and includes supporting commentary from Douglas West, John Ford and Essam Ibrahim.
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Analysis
This chapter tackles the meaning and techniques of analysis and the identification of meaningful patterns in data. It distinguishes between qualitative and quantitative data analysis. Transcripts and computer software are features of qualitative analysis; on the other hand, quantitative processes imply preparation, checking, editing, and coding. The coding of open-ended questions is examined in some detail. The chapter covers measures of dispersion, averages, and significance testing. Univariate, bivariate, and multivariate analyses are explained, as are procedures for tabulation weighting and grossing.
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Are you a virgin consumer?
The Cases in Consumer Behaviour provides a bridge between course textbooks and key real-world examples. The Are you a virgin consumer? case study summarizes and examines the scenario and includes supporting commentary from Isabelle Szmigin and Maria Piacentini.
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Aston Martin
The Cases in Marketing provides a bridge between course textbooks and key real-world examples. The Aston Martin case study summarizes and examines the scenario and includes supporting commentary from Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti.
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Attitude Theory and Behaviour Change
This chapter evaluates attitude theory and behaviour change. It begins by defining the concept of attitudes as used in consumer marketing. The chapter then outlines the main components of the tri-component model, and goes on to consider the hierarchy of effects. Theoretical perspectives including balance theories, motivational theories, and multi-attribute expectancy-value theories are then discussed in depth. The chapters goes on to differentiate between compensatory and non-compensatory models and looks at how they can be used in consumer decision-making. Finally, the chapter explains the various approaches to attitude change, including persuasion models such as the elaboration likelihood model.
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Audience and advertising research
This chapter discusses audience and advertising research. It provides the purposes and shows the importance of audience and advertising research. Media measurement surveys dictate the amounts paid to buy advertising space; they also offer ready-made segmentation to marketing managers. Audience research offers guidance for media owners on what is of interest to readers, viewers, or listeners. The chapter addresses newspapers, magazines, radio, television, the internet, outdoor, and cinema. It also looks at how research can provide some indication of advertising effectiveness. Various measures are enumerated, including impact, emotional involvement, brand recall, image, comprehension, reactions, associations, recognition, appeal, and persuasiveness. The chapter concludes with what must be considered in the publication stage of the research.
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Battle of the Superjumbos
The Cases in Marketing provides a bridge between course textbooks and key real-world examples. The Battle of the Superjumbos case study summarizes and examines the scenario and includes supporting commentary from Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti.
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Brand Communication
This chapter looks at brand communication, emphasizing the importance of understanding involvement and motivation to the development of an effective brand message. It addresses how a brand should be positioned and explores how to develop an effective positioning for a brand within marketing communication. The chapter then surveys the strategies needed in executing effective marketing communication, specifically advertising. The roles of brand awareness and brand attitude strategies, and how they must reflect how consumers go about making product and brand decisions in the category are all discussed. Finally, the chapter looks at options for delivering the brand's message, with a particular emphasis on digital media.
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Brand Equity
This chapter explores the idea of brand equity. It starts by analysing how a name has the ability to provide value beyond the objective characteristics of an object. It demonstrates that there are many definitions of brand equity, all of which address this notion of ‘added value’, some in terms of financial considerations, but most from a consumer’s perspective. The chapter theorizes that these consumer-oriented definitions all seem to have in common the idea that brand equity is the result of positive experience with a brand. Many aspects of brands and their links to brand equity are introduced, illustrating the centrality of brand equity to effective strategic brand management, along with the idea of companies and corporations as ‘brands’.
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Brand Innovation and Digital Media
This chapter focuses on brand innovation and digital media. It discusses the relationship between brands and innovation. First, it explores how the use of digital, social media, and mobile marketing is influencing strategic brand management. It then highlights the importance of branding innovations before exploring how individual, personal, and sociocultural factors impact on the adoption of new offerings. Finally, it delves into the strategic brand management implications for a particularly dynamic innovation environment, the high-tech market.
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Brand Portfolio Management
This chapter looks into the broad framework of product and brand portfolio management. It addresses the fundamental questions that must be asked when considering a change in branding strategy. It explores brand stretching and how an evaluation of both category and brand development can help suggest how a manager makes brand stretching decisions. The chapter also introduces the concept of brand retrenching. What is involved in brand extensions and the different ways of dealing with a brand extension strategy is discussed. Various advantages and disadvantages associated with brand stretching and retrenching are presented. Finally, the chapter scrutinizes branding strategy in light of postmodern thinking and the emergence of metamodernism, and the role of nostalgia in retro-marketing.
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Brand Strategies 1—Symbolic Brands
This chapter discusses how managers might develop strategic plans for brands. It begins by proposing a basic model of how brands are built in mindspace over time. It demonstrates how advertising plays a key role in the process. Brand strategies based on personal meanings, on social differentiation, and on social integration are considered. The chapter emphasizes that the social language of the brand can provide a wide range of benefits to the consumer and help transform their experience of the brand.
