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This title has been replaced by Marketing, 6e, and its resources will no longer be available after 15 Jul 2025
Marketing 5e Student Resources
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Case Insight 3.1: Ipsos MORI
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.
Case Insight 4.1: P. Rigas Packaging Material SA
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.
Case Insight 10.1: The Guardian/BBH
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.
Case Insight 18.1: One Bag Habit
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.