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Value Pack Strategic Brand Management (Global Edition) + Marketing in Focus

Course Codes : MKTG311, MKTG811

Value Pack Strategic Brand Management (Global Edition) + Marketing in Focus

ISBN 9781486095667
Edition 4
Publisher Pearson Education Australia
Author(s)
Publication Date
Overview
This pack contains 1 copy of Strategic Brand Management (Global Edition) and 1 copy of Marketing in Focus.

Marketing in Focus has been designed to be easily integrated within an introductory unit; it provides an introduction to the GFC and helps foster analysis and discussion through the inclusion of six case summaries of stories that were recently in the news. To help you as an instructor these cases come with guided answers.

The opening chapter presents a summary of:

how the GFC evolved how the crisis effected real economies around the world the policies that were created to deal with the crisis and provides a necessary conceptual framework for the cases which follow An overview contextualises how the GFC has impacted marketing. Five case studies follow with accompanying questions to help facilitate individual analysis and/or group discussion For each case study, a set of guided answers are available for instructors to further aide easy integration.

Keller’s Strategic Brand Management provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo.

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