Chapter 4 - Customer Insight

1: Customer Insight 1

2: Customer Insight 2

3: Customer Value 1

4: Customer Value 2

5: Customer Value 3A

6: Customer Value 3B

7: Customer Value 4

Chapter 11 - Branding

Virgin Branding

Chapter 15 - Integrated Marketing Communications

1: Advertising Olympics

2: Carlton Draught Skytroop Show

Chapter 16 - Directing and Managing the Field Sales Effort

A Few Good Expenses