The big book of marketing: lessons and best practices from the world’s greatest companies/ edited by Anthony G. Bennett

Book cover

Students who are taking module B216 Marketing may refer to this book in addition to the recommended textbook.  

The Big Book of Marketing covers all the topics that we need to learn: the 4Ps, branding, consumer behaviour, marketing strategies, product management, store retailing, etc. I find that this book is unique as the case studies are written by 110 experts from the world’s most successful companies. You should read the case studies if you want to have a deeper understanding on each topic and find out how the companies are applying those marketing tools, strategies and more.

As UT 3 approaches, I hope you will make good use of this book for your revision.

Location: South

Call Number: HF5415 BIG 2010

Written by: Zhou Yuwei


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