Cosgrave, D. (2013). Mercedes-Benz: The Best or Nothing, In Jobber, D. and F. Ellis-Chadwick, Principles and Practice of
Marketing, 7th edition, London: McGraw Hill, pp.302-304.
As a guide you should:
(a) Critically evaluate using appropriate scholarly literature how Mercedes- Benz may have utilised the marketing mix
theories (50 Marks)
(b) Critically discuss how in your view Mercedes- Benz may have practically deployed the marketing mix in your chosen
country. You should use a range of practitioner sources to support your points (i,e. Broadsheet newspapers available on
Nexis, reputable new agencies, documentaries via Box of Broadcasts etc) (50 Marks)
This course book must be referenced:
Essentials of Marketing by Dr. Frances Brassington. ISBN: 978-0273687856.
Kotler and Keller, 2008; Kotler et al 2009.