IOW College Library Resources

Marketing revision - with soft drinks.

Medium Periodical Article
Medium - part of - (Periodical Copy) (Date) Apr2025 (Volume) 31 (Number) 4
Medium (Periodical) Business Review.
Classif 650 BUS
Subject Business
Page 26 -28
Authors Marcouse, Ian
Contents

The author uses the UK soft drinks market as the context for revising marketing theory.

Keywords
Boston Matrix     Coca-Cola     Innovation     Market differentiation     Market positioning     Market segmentation     Marketing     Marketing mix     Mass markets     Moju     Niche market     Product life cycle     Product portfolio     Soft drinks industry     USP