Part 3 Case Study 3.1 Cioccolato: The ultimate chocolate experience in Australia

Textbook (chapter)

Chimhundu, Ranga and Hassan, Rumman. 2021. "Part 3 Case Study 3.1 Cioccolato: The ultimate chocolate experience in Australia." Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Andrews, J. Craig and Shimp, Terrence A. (ed.) Integrated marketing communications. Melbourne, Australia. Cengage Learning Australia. pp. 383-384
Chapter Title

Part 3 Case Study 3.1 Cioccolato: The ultimate chocolate experience in Australia

Book Chapter CategoryTextbook (chapter)
ERA Publisher ID1464
Book TitleIntegrated marketing communications
AuthorsChimhundu, Ranga (Author) and Hassan, Rumman (Author)
EditorsLuck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Andrews, J. Craig and Shimp, Terrence A.
Edition6th edition
Page Range383-384
Chapter Number13
Number of Pages2
Year2021
PublisherCengage Learning Australia
Cengage Learning
Place of PublicationMelbourne, Australia
ISBN9780170443005
9780170450195
Web Address (URL)https://au.cengage.com/c/isbn/9780170443005/
Abstract

This is an updated marketing case study for the 6th (Asia Pacific) edition of the textbook, 'Integrated Marketing Communications'. The case study explores marketing concepts in the context of a successful restaurant. The focus is on decisions relating to the application of digital marketing and on the optimum level of presence on social media channels. The case study ends up with marketing-related questions and suggests solutions.

Keywordsmarketing; digital marketing; marketing communications; social media; technology; competition; restaurants
ANZSRC Field of Research 2020350604. Marketing communications
350605. Marketing management (incl. strategy and customer relations)
Byline AffiliationsUniversity of Southern Queensland
EventText book: Luck, E., Barker, N., Sassenberg, A., Chitty, B., Andrews, J. C., and Shimp, C., (2021)'Integrated marketing communications'(6E). Case study published in this textbook.
Institution of OriginUniversity of Southern Queensland
Event Details
Text book: Luck, E., Barker, N., Sassenberg, A., Chitty, B., Andrews, J. C., and Shimp, C., (2021)'Integrated marketing communications'(6E). Case study published in this textbook.
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