Student resources to accompany Marketing, 5th edition:
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.
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.
When an international beer brand took 10% of the Panamanian beer market, it was time for local brand Soberana to re-evaluate their approach. We talk to the Brand Franchise Manager of Soberana, Fermin Paus, to find out how they responded.
What role do social media play and how should organizations incorporate them into their communication campaigns? We talk to Chug Abramowitz, vice president of global customer service and social media at Spotify, to find out more.
In this video we talk to LottaBjurhult, Business Developer Retail Operations at Sweden's largest department store chain, Åhléns, to find out what it takes to add an online channel to an existing network of department stores.
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.