Hassan, Rumman and Chimhundu, Ranga (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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Official URL: https://cengage.com.au/product/title/integrated-ma...
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: | 31 May 2021 03:42 |
| 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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