Marketing

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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)

https://usir.salford.ac.uk/17001/1/paper_39.pdf

This course book must be referenced:
Essentials of Marketing by Dr. Frances Brassington. ISBN: 978-0273687856.
and
Kotler and Keller, 2008; Kotler et al 2009.

 

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