Unit 2 Marketing Process & Planning - Higher National Diploma in Business Management

This article discusses the marketing process and planning for the Higher National Diploma in Business Management. It covers the marketing concept, functions, mix, planning and evaluation with examples from Unilever. It also provides a marketing plan for a new product line launch with SWOT, Pestle and 5C analysis.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept, Functions
and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
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Table of Content
Part 1: Briefing Paper
Contents
1.0 Introduction.................................................................................................................................3
2.0 An explanation of the concept/definition of marketing in the 21st century..................................3
3.0 Description of the role of marketing function with examples from the chosen organisation.......4
4.0 An analysis of how the marketing function works and interacts with other departments.............4
5.0 An explanation of the extended marketing mix and examples from selected supermarket..........5
2.0 An evaluation of how the marketing mix adopted by the selected business (or business unit)
contributes to the success of the organisation in meeting their overall business objectives...............6
3.0 Recommendations..................................................................................................................7
9.0 Conclusions.................................................................................................................................7
References............................................................................................................................................8
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1.0 Introduction
Marketing plays a crucial role in making a product as well as a brand succeed, from
the past few years’ industries have experienced gradual shift from the traditional marketing
methods towards digital marketing. As the world has adopted the digital marketing approach
which makes sense in the present environment, as all the industries have created their online
presence which helped them in connecting with potential customers. Different models of
marketing is applied by business on the basis of their objectives and resources, altogether
marketing is the primary essence which helps in achieving the objectives of an organisation
through effective platforms (Indirapriyadharshini and Thilagavathi, 2018). This report aims to
present the marketing strategy and the planning that goes behind the formation of the
strategies, analysis of Unilever's market strategy has been initiated, on how the brand is able
to develop competent strategies which helps the brand in promoting its products in the
preferred way which is socially, economically, politically acceptable. The research that goes
behind in penetrating the market place requires a lot of efforts as the market competitors of
the brands are equally competent for which the marketing team of the organisation needs to
think creatively to scale their products in an effective manner which helps in diverting the
competitor’s customers as well.
2.0 An explanation of the concept/definition of marketing in the
21st century
The marketing practises in the 21st century focuses on adding value to the customers
associated with the business. Marketing is one of the crucial steps which determines the
success of the brand, well in 21st century industries have switched from the traditional rigid
marketing practises to digital marketing which is performed through different methods,
including social media marketing, email marketing, content marketing, etc. Social media
have massive influence in today's world, on a daily basis customer uses online platforms for
several reasons this helps Unilever in reaching masses in lesser time and create a massive
impact by portraying the value to the customers. Through social media the company can
portray itself the way it wants, which will always be beneficial for industries.
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The modern marketing tactics are beneficial in all the possible ways it has reduced the
investment that was being done on the traditional marketing methods, the reach of the
modern marketing is far more beyond than the traditional methods. 21st century marketing has
provided benefits to many that was beyond imagination and have served the goal for Unilever
as well.
3.0 Description of the role of marketing function with examples
from the chosen organisation
Unilever has stated that they use social media for showing the benefits of their products to the
customers. Sustainability is the ultimate goal of the brand which can been seen in the brand
advertisements, the campaign run for dove soaps, which aim was to make people feel
comfortable about their own skin and not promoting racism. The detergents advertisements
portraying that kids getting dirty is normal and a part in their growth years. Through all the
social media platforms the brand is constantly trying to create and sustain the market
presence of the brand (Nadeemet.al, 2019). Unilever follows the ICC code in each and every
advertisements as this code of conduct verifies that the content is legal, safe, and presentable.
The marketing team is responsible for handling and managing the market presence of the
brand, for which the it should be very clear to the team that what they do, how they do and
what values they carry and in what way they are willing to present it. Conducting campaigns
gives the overall perspective on the topic, which the team needs to work on which ultimately
helps the management team in understanding the core concern which helps in decision
formation. Customer service is also a major factor as it helps in understanding the needs
along with the ways in which the people need it to be resolved.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing is a multidimensional department which deals with many aspects at a time as the
marketing of the company is affected by internal along with external factors which makes it
complex at times (Stone,,et.al 2021). Marketing is responsible for the success, not only for
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the product but also for the company, if the goods and services will not be marketed well, it
will not be able to derive the new customers which will not be beneficial for the brand in any
ways. Marketing is the only way through which the brand image could be created,
transformed or sustained.
Sales: Marketing and sales works parallels, as marketing focuses on attracting the customers
to the business and sales teams focuses on sealing the product to the customers and increase
the customer base. As the sales department is not only connected with the marketing but also
with the finance, production, supply chain etc., as all the major processes will be depending
on these factors itself.
Finance: Marketing requires funds and if the company doesn't have adequate fiancé the
desired results will be tough to achieve (Singh, and Abidi, 2021). It is the finance department
which let the marketing team function effectively and achieve the desired results. Marketing
teams are accountable to the finance department as they need to explain their expenditures to
them.
Production: Marketing and production department requires effective communication among
themselves, if these departments do not experience a cordial relation could lead to many
serious problems. As when the customers are attracted and the sales are made it is production
team which is required to meet the requirements of the brand, which cannot be procrastinated
or ignored as it will impact the market presence of Unilever.
Supply Chain: There should be regular communication between the marketing and supply
chain department as they are required to know the amount of sales made or about to be made
which provides them an idea, which helps them in providing the good and services to the
customers within the expected time.
5.0 An explanation of the extended marketing mix and examples
from selected supermarket
The company uses the 4Ps marketing strategy to market its product to the targeted audience.
The 4ps revolve around the price, place, product and promotion of it. As Unilever is a global
brand formed with 400 different brands, which makes the place and product factor crucial as
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the company has released products on the basis of the demographics of the nation. The
product in the marketing mix deal with 4 different categories which includes; food, home
care, refreshments, and persona; care products. For the distribution of the product in different
geographical areas the company uses retailers and local and major stores, for promotion the
brand is sticking with the digital marketing tactics (Rwehumbiza,and Marinov2021). Unilever
uses different pricing strategies which is market oriented. Adaption of updated technologies
have reduced the hassle in the supermarkets, as Unilever products are available worldwide
through different kinds and sizes of stores. Supermarkets specifically presents Unilever
products in a way which is attractive to the customers on the basis of colours and other
factors.
2.0 An evaluation of how the marketing mix adopted by the
selected business (or business unit) contributes to the success
of the organisation in meeting their overall business
objectives
Unilever has adopted the 4Ps market mix which has helped the brand in expanding its
geographical horizons along with its product range. As through the marketing mix the brand
has been able to target the appropriate audience which has the purchasing capacity along with
the people who supports the motive of the company. As the competitors of Unilever in the
FMCG sector are as big as Unilever which creates n number of issues for the brand. The
marketing mix strategy helps the brand to stand out, and the value and the cause behind the
products that the company is delivering. Unilever with its unique marketing strategy is
successfully attracting the new customers along with sustaining the old ones.
The promotions of the company generally relies upon the advertising through social
media and physical advertising, followed by sales promotions, public interaction, personal
approaching, and direct marketing. Majorly promotions of the company are done by
advertising through TV, social media, physical banners etc. At times the brand uses sales by
providing offers and discounts to the customers (Twum,and Yalley,2021). For determining
the prices of the commodities the company uses competitive pricing methods, which takes the
market factors in account before determining the prices.
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3.0 Recommendations
Unilever works in the FMCG sector, working globally as people from different geographical
regions have different choices and preferences in food and other commodities. For which
Unilever need to invest a lot in the R&D which is responsible for creating products that the
people would like consuming. This is not as easy as it may sound, for the attainment of the
goal the team needs to make constant efforts to achieve the objective. The company is facing
many difficulties I keeping its promises and sustaining the prises of the commodities after the
resignation of the CEO of the company, as they have missed many deadlines.
9.0 Conclusions
This section aimed to provide the overview of the marketing strategy that is being
used in the 21st century along with explaining the concepts on which the marketing tactics are
based followed by the marketing strategy being used by Unilever and the advantages and
disadvantages associated with it and their respective solution. An evaluation of the marketing
mix adopted by the Unilever and how it has been contributing in the success of the company.
Analysis of how the various departments of Unilever are connected with marketing and how
they affect the functioning of the respective department has been clarified. Unilever's
marketing mix has been capable of meeting the objectives which defines the success of
respective products. The formation of companies requires intense research along with
coordination while combining effective techniques for analysing the facts and effective
imprecation afterwards. The decisions on which the company formulates the strategies should
be well thought out.
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References
Indirapriyadharshini, B. and Thilagavathi, M., 2018. Women Consumer Satisfaction of
Sunsilk Shampoo. Journal of Commerce and Management Thought, 9(2), pp.311-
318.
Nadeem, A.,et.al, 2019. Influencer marketing for LUX.
Singh, S. and Abidi, N., 2021. Opportunities and challenges of sustainable marketing
practices in emerging markets. Doing Business in Emerging Markets, pp.136-152.
Rwehumbiza, D.A. and Marinov, M.A., 2021. Firm Business Models, Internationalisation,
and Marketing: The Role of Context. In Business Models and Firm
Internationalisation (pp. 152-171). Routledge.
Twum, K.K. and Yalley, A.A., 2021. Green Integrated Marketing Communication. In Green
Marketing in Emerging Markets (pp. 117-144). Palgrave Macmillan, Cham.
Stone, M.,et.al 2021. Interactive marketing, customer information and marketing research. In
The Routledge Companion to Marketing Research (pp. 38-54). Routledge.
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Table of Content
Part 2: Marketing Plan
Contents
1.0 Introduction.................................................................................................................................3
2.0 An explanation of the concept/definition of marketing in the 21st century..................................3
3.0 Description of the role of marketing function with examples from the chosen organisation.......4
4.0 An analysis of how the marketing function works and interacts with other departments.............4
5.0 An explanation of the extended marketing mix and examples from selected supermarket..........5
2.0 An evaluation of how the marketing mix adopted by the selected business (or business unit)
contributes to the success of the organisation in meeting their overall business objectives...............6
3.0 Recommendations..................................................................................................................7
9.0 Conclusions.................................................................................................................................7
References............................................................................................................................................8
1.0 How the strategic marketing plan links with the overall organizational mission,
corporate strategy and objectives.....................................................................................................10
2.0 Clear and SMART marketing objectives.............................................................................11
3.0 Marketing research to support the new product line launch.............................................12
4.0 A situational analysis...................................................................................................................12
4.1 Marketing audit, making use of appropriate analytical tools including SWOT, Pestle and 5C
analysis............................................................................................................................................12
4.2 A competitor analysis including the market segments...............................................................15
4.3 Sub-segments.............................................................................................................................16
4.4 Articulation of the new product value-proposition in the eyes of the customer.........................16
4.5 Development of the marketing strategies applied to the extended marketing mix The extended
market mix is composed of 7 marketing factors which catalyses the process of achieving the
predetermined objective. The 7P's that formulates the extended the marketing mix includes;.........17
4.6 Setting of an overall marketing budget, including allocation of planned spend.........................17
4.7 Tactical actions..........................................................................................................................18
4.8 Identifying appropriate control and monitoring measures to ensure achievement of objectives
including metrics to measure success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV).....................................................................................................19
5.0 A comprehensive media plan that supports the planned marketing campaign......................19
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5.1 A media budget..........................................................................................................................19
5.2 Recommendations and rationale for selected and integrated multi-media activities within the set
budget that meet the marketing objectives.......................................................................................19
5.3 Appropriate digital, offline and social media channels for communication...............................20
5.6 Full justification for a multi-media plan based on quantitative and qualitative criteria..............20
References..........................................................................................................................................20
1.0 How the strategic marketing plan links with the overall
organizational mission, corporate strategy and objectives
Unilever is considered as one of the most successful brands in the world, which has
successfully launched and scaled its products in markets across the globe. The mission and
objectives of the brand leans towards sustainability and abolishing racial elements from the
society, for which the company is using its marketing campaigns to convey its message to the
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customers. The mission of the company is shown in all the actions taken by the company,
because of which the mission and objectives are the base of Unilever's marketing strategies.
The mission of the organization is to make sustainability a common practice and to build
common sustainable living space which doesn't involves exploitation of any (Murphy and
Murphy., 2018). The company aims to reduce its water consumption in the manufacturing
processes as it has been a major reason of exploitation, which is visible in the marketing
campaigns of Unilever, as one of its detergents ads emphasized on using one bucket of water
for washing the clothes instead of three which will gradually contribute in the effective
utilization of resources.
2.0 Clear and SMART marketing objectives
The marketing objectives adopted by Unilever needs to be specific, measurable, actionable,
relevant and time – bound. Marketing strategies of Unilever should be formulated while
considering the marketing objectives, as it brings transparency among the management and
the teams related with the marketing campaigns. The characteristics for the marketing
strategies needs to be:
Specific – The marketing campaigns needs to be specific as they need to resolve the issue
that the product is solving, along with the examples that are used needs to base on the real –
world, with which the people can relate, and finds a reason to purchase the product.
Measurable – The performance of the marketing campaigns needs to be measurable as it
helps in analyzing the impact the marketing campaign has made which helps in
understanding the areas of improvement and the unnecessary elements as well. This helps
Unilever in maintaining the cost that will be invested in the Champaign.
Actionable – The campaigns need to play a major role in improving the performance of the
of the products along with the employees associated with the product then the campaign will
be considered as effective one.
Relevant – The campaigns need to be relevant with the message that the company is trying to
portray, as they only the marketing will be effective and will bring favorable results for the
organization.
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Time bound – The marketing needs to be associated with a time period as running
advertisements requires investment and if there is no time limit determined for the campaigns
will only increase the cost drastically.
3.0 Marketing research to support the new product line launch
The research performed before the launch of new products helps in identifying the problem
that the product aims to solve along with the types of individuals that the company needs to
target which will be the potential customers for the organization. This helps the company in
estimating the cost that will be incurred while the launch of the product line and what impact
is it going to make along with the scope (Narayanan and Das 2021). Marketing research
identifies the business that the product is going to do which eases out the process of decision
making.
The production of the products is an expansive process and if the market research is not done
can lead to many uncertainties, which could lead to the failure of the product line. Its always
insisted to do a thorough research before stepping into the execution stage, as it provides a
broad perspective about the business that the products are going to do.
4.0 A situational analysis
Situational Analysis refers to the analysis of the company’s competitors along with
the analysis of the market place. It helps in identifying the target audience along with the
target market in which the company needs to launch its products. It helps in understating the
motive of the competitor companies and ways by which Unilever can supersede them, it is an
effective analysis framework which helps in identifying the micro as well as macro factors
which affects the business in any conditions. On basis of the strengths and weaknesses
competitors are identified, along with situational analysis helps the organization to discover
the opportunities and strengths of the company by which they can improve their performance
by effectively working on them (Humphries-Kil, 2019). Followed by the threats and
weaknesses which helps the company to shadow by which the rival companies can't take any
advantage from it.
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4.1 Marketing audit, making use of appropriate analytical tools including SWOT, Pestle
and 5C analysis
The marketing audit of Unilever's will be carried out on the basis of the analysis frameworks
including; SWOT. Pestle and 5C.
SWOT Analysis:
Strengths Opportunities
 Being a global brand helps the
company in creating a better presence
among the customers as the company
has been successfully executing in
190 global markets which build trust
among the customers.
 Unilever offers a wide and diverse
product portfolio which have
solutions for the issues faced by the
customers.
.
 The demand for Unilever supplies is
ever increasing as many nations have
been doing well which has helped
their economies to grow and develop
the products which are needed by the
organisations.
 Many people are influenced by social
media which helps Unilever in many
ways, as marketing on the social
media platforms is more convenient
as it helps to reach potential
customers in lesser time.
Weaknesses Threats
 The marketing techniques of the
brand are imitable and so are the
products, as the other companies can
provide the same product at much
cheaper rates which can disturb the
market of the brand.
 The business model of the company is
solely dependent on its retails which
provides them a low switching cost,
this can lead to many hindrances in
the process of the company.
 The retailers are coming up with their
own private labels and as it is known
that the business model of Unilever is
dependent on the retailers which
creates a bigger threat.
 There are many big brand who also
work in the FMCG sector which are
quite established and have competent
marketing and R&D team which is a
big threat for the company.
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Pestle Analysis:
Marketing strategies of Unilever is can be affected by extrinsic factors which can prevent the
company from attaining the goals that they wish to achieve. On a broader bases the factors
which affects the marketing strategies of the company includes;
 Political Factors: The marketing strategies should be formulated in a way which are
legally approve and do not prove any masses, as this can cause serious consequences
for the company which could stop the functioning in the respective nation. Unilever
need to carry out its processes on the basis of the code of conduct drafted by the
respective nations they are working in.
 Economic Factors: The release of products is done on the basis of the purchasing
capacities of the individuals in the nation, on this basis products are launched in
different economies which have different area to target, which certainly varies on
many factors, out of which purchasing capacity is one.
 Social Factors: The products created by the company should be culturally and social
accepted, as the belief of many will not accept the use of certain product. The
marketing team of Unilever takes this into account and market product which
represented the link between the belief system of individual.
 Technological Factors: Technology has made it possible for Unilever and many
more companies to reach their customers without much hassle, finding potential
customers have become more feasible as most of them uses social media. Which helps
the brands and the customers connect?
 Legal Factors: Its necessary for Unilever to stick with the code of conduct of the
countries, which helps the team to not take any actions that will be considered illegal
and harm the company in any ways.
 Environmental Factors: The mission of the company is to develop a sustainable
living space. Unilever has been trying to formulate such methods by which the
company will be able to reduce its carbon footprints along with reducing the usage of
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water. Unilever through its marketing strategies have been able to market its policies
to develop the image of a sustainable brand.
5C Analysis:
It is a marketing analysis framework which helps in analyzing the factors under which
the company works, the five C's of the analysis includes;
 Company: The company has excessively invested in the R&D department which has
helped in innovating products which directly or indirectly helps in resolving the issues
faced by the customers.
 Collaborators: To figure out the collaboration scope, Unilever needs to carry out value
chain analysis, which helps to identify the bargaining strength of the collaborators.
 Customers: The customer analysis revolves around the market segment, the frequency
by which the product are being purchased, customer’s loyalty towards the brand
followed by the requirements of the customers.
 Competitors: The competitors of the brand are analyzed on the basis of the bargaining
power of the buyers and suppliers along with the threats of substitutes and new
entrants in the market along with the competitive rivalry.
 Context: Its necessary for Unilever to understand the macro factors which affects the
functioning of the brand which includes; political, economic, social, technological,
legal and environmental factors.
4.2 A competitor analysis including the market segments
Competitive analysis is one of the most crucial element of any marketing plan which helps
the brand to create a unique presence of the product in the market which ultimately helps the
product to scale and perform to the expected level. Competitive analysis includes business
dimensions, technical dimensions, market dimensions, each segment has a specific area to
focus on along with various responsibilities to fulfill (Rifkhan,2021.) Business dimensions’
focuses on the competitive pricing trends and the market price of the commodities along with
the packaging that will be followed, the strategies that the company needs to stick with and
the infrastructure that they need to follow. Technical Dimensions focuses on the required
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infrastructure and adaption of software’s and techniques that will be helpful in the execution
of the company processes.
4.3 Sub-segments
The sub-segments of critical analysis include technical, business and market dimensions
whose area of function is listed below:
Technical dimensions
 Focuses on the adaptation of updated software's required to make processes more
efficient
 training the workforce, so that they can use the software's and updated techniques
Business Dimension
 Looks after the pricing factors
 Takes care of the packaging standards
 Supply chain and the production of products
Market Dimension
 Analysis of market Competitors
 Creation of effective strategies.
4.4 Articulation of the new product value-proposition in the eyes of the customer
Unilever needs to focus on presenting the issues that the product is targeting and how
effectively it resolves them along with the benefits that will be enjoyed by the customers on
the use of this product, and the standards they can expect from the company. Unilever should
clearly present that why should the customers’ needs to choose Unilever instead of its
competitors the reasons should be valid enough.
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4.5 Development of the marketing strategies applied to the extended marketing mix
The extended market mix is composed of 7 marketing factors which catalyses the
process of achieving the predetermined objective. The 7P's that formulates the extended
the marketing mix includes;
 People: The people of Unilever are the ones who will be carrying out the vision and
the mission of the company, because of which its becomes important for the
organization to adapt a culture which promotes them in doing so.
 Product: The product is of vital importance as the whole marketing process is
dependent on it, the values that the product hold needs to be well pictured in the eyes
of the customers.
 Price: Unilever practices competitive pricing policy which helps its to sustain its
market place.
 Place: This element focuses on the physical distribution sectors of Unilever, which
keeps the market and the physical locations connected. As the location factors
determines the sales and profit ratios.
 Promotion: It comprises all the possible ways by which the brand can reach its
potential customers and sell their products.
 Process: This element refers to the process that the company goes through to achieve
the deliverable of the marketing campaign.
 Physical Evidence: The physical presence of the business is the last element of
marketing, as the customer will purchase the product if he/she is created well, which
accounts that the work culture of the organization as it plays dominant part.
4.6 Setting of an overall marketing budget, including allocation of planned spend
An effective marketing can be set in 4 subsequent steps which includes;
Step 1: Defining and determining the goals
The initial step of any project is the identification of the objective, as without it any other step
cannot be put together. Unilever determines its short and long term objectives which helps
the team to set an approximation of investment that needs to be done to achieve the objective
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Step 2: Determining the target customers
Understanding the needs of the people which the company wants to target is crucial, as the
whole population can't be the target of the business. Through survey and with the help of the
demographics the targeted audience can be determined, which reduces the horizons and
excess cost.
Step 3: Evaluation of market rivalry
Unilever have many rivals which are equally competent and established a Unilever is, as they
have the required resources, for which Unilever need to build trust and develop loyalty
among the customers for the brand which can be effectively done by Unilever (Murphy, and
Laczniak, 2021).
Step 4: Choosing the marketing platforms
There exist hundreds of social media platforms, and it’s not feasible for the brand to have a
presence at all of them for which Unilever needs to decide the platforms on which they want
to market their products.
4.7 Tactical actions
Unilever's marketing team implies the required tactical actions which are necessary for the
effective promotion of the brand and its subsequent products, which the company do by
posting content regularly on their social media platforms which includes, blog content,
article, annual reports for the customers, daily, weekly or monthly post and stories along with
reels, you tube is also a dominant platform with genuine customers (Strickland, 2021). Along
with these several tactical actions are being carried out by the brand to promote their products
in the way which can't be defeated.
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4.8 Identifying appropriate control and monitoring measures to ensure achievement of
objectives including metrics to measure success such as Return on Marketing
Investment (ROMI) and Customer Lifetime Value (CLV)
ROMI is the sub division of ROI which determines the return generated from the investment
made. The way by which Unilever can control and measure its marketing ROI through
various formulation which are listed as follows;
(Growth driven by sales – sales generated organically – marketing investment) = ROMI
CLV determines the revenue that will be generated while holding a customer for the expected
time period. The way by which it can be measured is as follows:
(Value of customer * Average of customer’s lifespan) = CLV
5.0 A comprehensive media plan that supports the planned marketing
campaign
5.1 A media budget
Unilever's media budget from the preceding years has been showcased as follows;
Year 2014 2015 2016 2017 2018 2019 2020 2021
Investment in
million euros
7166 8003 7731 7566 7150 7272 7091 6837
This is the pattern that Unilever has been following from the year 2014- 2021 which shows
that marketing is the most focused aspect of the company.
5.2 Recommendations and rationale for selected and integrated multi-media activities
within the set budget that meet the marketing objectives
With the help of CLV and ROMI Unilever has been able to make adequate investments in the
promotions of its products and subsequent brands while following the structure formulated by
the company for its marketing processes, and has been doing relatively well. From the
preceding years the company has been making promises for achieving sustainability, some of
the promises have been achieved but many have been due since along. For which the
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company needs to put more focus, otherwise it will portray a bad image on the customers of
the company (Yadav, and Veettil, 2021).
5.3 Appropriate digital, offline and social media channels for communication
For offline promotions the company have been using TV ads since so long, which brought
relative good ROI to the company, for the online promotion the company is present on
various social media platforms are serving the goals for the company more effectively then
they have ever been done.
5.6 Full justification for a multi-media plan based on quantitative and qualitative
criteria
The multimedia plan for Unilever is formulated in 4 steps which ensures that the objectives
of the campaign are fulfilled while keeping the vision and mission of the company in mind.
Through market research is done to analyses the external factors which helps in gathering
information which includes the target audience etc (Kelly, 2020). Unilever to derive the
return on its investment uses different methods which helps in measuring the actions along
with controlling the marketing process.
References
Humphries-Kil, M., 2019. Unilever and Leadership: Gender, Race, and Classification in
Corporate Globalisation. In SAGE Business Cases. SAGE Publications: SAGE
Business Cases Originals.
Kelly, O., 2020. The empowerment paradox: exploring the implications of neoliberalized
feminism for sustainable development. Sociology of Development, 6(3), pp.296-317.
Murphy, P.E. and Laczniak, G.R., 2021. Marketing ethics and corporate social responsibility
for a broader societal perspective. In Business Transformation for a Sustainable
Future (pp. 183-193). Routledge.
Murphy, P.E. and Murphy, C.E., 2018. Sustainable living: unilever. In Progressive Business
Models (pp. 263-286). Palgrave Macmillan, Cham.
Narayanan, S. and Das, J.R., 2021. Can the marketing innovation of purpose branding make
brands meaningful and relevant?. International Journal of Innovation Science.
Rifkhan, R., 2021. VISUAL MERCHANDISING, PRICE PREMIUM AND
ETHNOCENTRISM MARKETING STRETEGIES ADOPTING BY VARIOUS
INDUSTRIES FOR SRI LANKA CONTEX AND GLOBAL CONTEX. PRICE
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PREMIUM AND ETHNOCENTRISM MARKETING STRETEGIES ADOPTING
BY VARIOUS INDUSTRIES FOR SRI LANKA CONTEX AND GLOBAL
CONTEX (November 4, 2021).
Strickland, J., 2021. A cinematic soap opera: The development of cinematography as an
advertising and promotional tool in Lever Brothers Limited. Business History, pp.1-
21.
Yadav, N. and Veettil, N.M.K., 2021. Developing a comprehensive business case for
sustainability: an inductive study. International Journal of Organizational Analysis.
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