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.



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