Primitivo: bringing back food to what it should be [Case study]

Hassan, Rumman ORCID: https://orcid.org/0000-0003-1527-8331 and Chimhundu, Ranga ORCID: https://orcid.org/0000-0001-9399-8604 (2017) Primitivo: bringing back food to what it should be [Case study]. In: Integrated marketing communications, 5th Asia-Pacific ed. Cengage Learning Australia, South Melbourne, Victoria, Australia, pp. 142-143. ISBN 978-0170386517

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Abstract

Based on a successful fast-food restaurant, this marketing case study explores a number of marketing communication concepts that include positioning, market segments, communication channels and business growth. In addition, suggested solutions to the marketing communication problems posed are provided.

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Item Type:	Book Chapter (Commonwealth Reporting Category B)
Refereed:	No
Item Status:	Live Archive
Faculty/School / Institute/Centre:	Historic - Faculty of Business, Education, Law and Arts - School of Management and Enterprise (1 Jul 2013 - 17 Jan 2021)
Faculty/School / Institute/Centre:	Historic - Faculty of Business, Education, Law and Arts - School of Management and Enterprise (1 Jul 2013 - 17 Jan 2021)
Date Deposited:	21 Mar 2018 04:44
Last Modified:	29 Oct 2021 00:39
Uncontrolled Keywords:	marketing; marketing communications; communication channel; positioning; selling proposition; market segments; physical evidence; restaurant
Fields of Research (2008):	15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
Fields of Research (2020):	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350604 Marketing communications
Socio-Economic Objectives (2008):	B Economic Development > 90 Commercial Services and Tourism > 9002 Property, Business Support Services and Trade > 900204 Wholesale and Retail Trade
URI:	http://eprints.usq.edu.au/id/eprint/33838

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