In association with The Decision Group, based in the Netherlands, Marketing in Practice Case Studies gives instructors and students the opportunity to listen and see real-world marketing directors and learn about the decisions they make that impact their companies.
Filled with lively interviews, additional company information, questions and weblinks, this DVD can be sold as a stand-alone or bundled with any marketing textbook.
Marketing In Practice Case Studies DVD includes the following companies:
Fruit-tella
Slow market growth and increasing competition are affecting this strong brand. Learn what options might be available: Brand Extensions, New Market Segments, or Optimising Distribution
Barcardi
How do you introduce a lifestyle product (Barcardi Breezer) with limited funds while overcoming ethical issues concerning underage drinking? Find out how to leverage the equity of the Barcardi brand and position the company to succeed.
Lancome
How do you increase market share with an old established brand? With increasing competition, new niches need to be found. Success depends on effective distribution, innovation and marketing communication.
