Question:
Before engaging in the discussions each week, please read/view all of the readings and resources provided in the unit.
In your opinion, what key elements about Coca-Cola's campaign made it so successful and why? What factors should companies consider when deciding on potential global markets to enter?
Video - Insights into Marketing a Sustainable Business - Case Study Video
Video - #CannesLions 2012 Gold Outdoor: SHARE A COKE
Armstrong, G., & Kotler, P. (2017). Marketing: An introduction (13th ed.). Boston, MA: Pearson Education, Inc. *This book is available through the VitalSource link provided on the Course Information page.
Chapter 16- Sustainable Marketing: Social Responsibility and Ethics, pp. 488-515
Armstrong, G., & Kotler, P. (2017). Marketing: An introduction (13th ed.). Boston, MA: Pearson Education, Inc. *This book is available through the VitalSource link provided on the Course Information page.
Chapter 15- The Global Marketplace, pp. 458-483