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

Textbook (chapter)

Hassan, Rumman and Chimhundu, Ranga. 2017. "Primitivo: Bringing back food to what it should be [Case study]." Chitty, Bill, Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Shimp, Terence A. and Andrews, Craig (ed.) Integrated marketing communications, Asia-Pacific. South Melbourne, Victoria, Australia. Cengage Learning Australia. pp. 142-143
Chapter Title

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

Book Chapter CategoryTextbook (chapter)
ERA Publisher ID1464
Book TitleIntegrated marketing communications, Asia-Pacific
AuthorsHassan, Rumman (Author) and Chimhundu, Ranga (Author)
EditorsChitty, Bill, Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Shimp, Terence A. and Andrews, Craig
Edition5th edition
Page Range142-143
Number of Pages2
Year2017
PublisherCengage Learning Australia
Cengage Learning
Place of PublicationSouth Melbourne, Victoria, Australia
ISBN978-0170386517
Web Address (URL)https://cengage.com.au/product/title/integrated-marketing-communications/isbn/9780170386517
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.

Keywordsmarketing; marketing communications; communication channel; positioning; selling proposition; market segments; physical evidence; restaurant
ANZSRC Field of Research 2020350604. Marketing communications
Byline AffiliationsSchool of Management and Enterprise
EventBook title: Chitty, B. et al.(2017), Integrated Marketing Communications, 5th Asia-Pacific edn, Cengage, South Melbourne, Australia.
Institution of OriginUniversity of Southern Queensland
Event Details
Book title: Chitty, B. et al.(2017), Integrated Marketing Communications, 5th Asia-Pacific edn, Cengage, South Melbourne, Australia.
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