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Chapter 13: Promotion Essentials: Digital and Social Media Marketing by marketingmanagement4eMar 18, 202611:47 am

Going Viral for the Wrong Reasons: The McDonald’s Big Arch Case Study

Not all marketing success initially looks like success. When McDonald’s CEO Chris Kempczewski posted a promotional video for the company’s new Big Arch burger, it went viral but for all the wrong reasons [1]. It […]

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Chapter 1 – Marketing in Today’s Business Milieu
Chapter 3 – Manage Marketing Information
Chapter 4 – Understand Business-to-Consumer Markets
Chapter 5 – Understand Business-to-Business Markets
Chapter 7 – Product Strategy and New Product Development
Chapter 8 – Build the Brand
Chapter 9 – Service as the Core Offering
Chapter 10 – Manage Pricing Decisions
Chapter 11 – Manage Marketing Channels and Points of Customer Interface
Chapter 12 – Promotional Strategy and New Media
Chapter 14 – Personal Selling and Direct Marketing
Chapter 15 – Understand the Global Marketplace: Marketing Without Borders
Chapter 16 – The Marketing Dashboard: Metrics for Measuring Marketing Performance

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