Three cases studies show fictional companies grappling with different marketing dilemmas.
Design firm Apex has to decide how to promote itself. Does it go for advertising, public relations, direct marketing -- or rely on "word of mouth"?
How can Tony Spence's photocopier firm stop sales falling? Send salespeople further afield, do market research, or lash sales staff harder?
A new marketing manager wants to change a traditional mail order firm's image, going after niche markets like the "lads". But will this work?
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