Business (FE): Marketing

This volume expands its international coverage through its 100 essays covering some of the top global and emerging brands. Case studies include KFC, Walkers Crisps, Skittles, Gillette.

A cross between a business book and a storybook, How Coca-Cola Took Over the World is a collection of 101 accessible, enjoyable and informative tales of some of the world's greatest brands. The stories are arranged into sections covering brand origins, brand naming and identity, marketing strategy, communication, innovation, and repositioning and renovation.

This brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt. This practical and insightful book explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers.

100 essays covering some of the top global and emerging brands that appeared from 2010 to 2013. UK examples include: Harvey Nichols, BBC (Wonderful World), Levis, Weetabix and Nike.

This text guides readers through a four-step process of developing a robust social media campaign. Covering the latest industry standards and best practices to engage digital audiences through social listening, strategic design, creative engagement and evaluation, each chapter also includes expert insights from social media professionals.

Understand the fundamentals of digital marketing and enhance your digital marketing practice with this essential guide, including examples and case studies, and in-depth insider accounts of the latest developments in the industry from internationally recognized brands and digital marketing campaigns.