Marketing textbook, chapter 6
Product policy → Product innovation (chapter 6.5)
Here you can download the case study. This is chapter 6.5.3 from the 7th edition (2022).
Additional material for the individual chapters:
3-2: Telecoms advertising - importance of mirror neurons for emotional reactions
3-4: Measuring implicit attitudes using the implicit association test (IAT)
3-6: Subjective perception: Are two tables identical or not?
3-7: The eye eats too: Visual perception influences our feeling of hunger
3-8: Febreze: Importance of habitualised decisions for marketing
4-2: Operationalisation and measurement of the environmental orientation of EU citizens
4-5: Screening questionnaire for the realisation of a predefined sample
4-6: Conception of an interview guide for a qualitative survey
4-7: Observation of individual eating behaviour in the „restaurant of the future“
4-8: Product positioning: Positioning a smartphone brand in the competitive environment
4-9: Testing the preference effect of smoothie properties using choice-based conjoint analysis
7-1: Kindle Fire - Influencing the perception of net benefit through advertising
7-2: Determining the optimal electricity tariff using choice-based conjoint analysis
7-4: Influencing perceived price favourability through umbrella pricing
7-7: High attractiveness of private financing and leasing offers for cars
8-1: Product positioning: Code analysis of the brand presence of two sparkling wine brands
8-12: Advertising impact analysis of digital communication tools
8-3: The power of megatrends and the future of safety and quality
8-5: Guerrilla communication: using a neo-Nazi march for a good cause
8-7: Integrated communication using the example of the Hypoxi brand
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