Connecting to Consumers: Contemporary Marketing Case Studies

Connecting to Consumers: Contemporary Marketing Case Studies features 20 contemporary cases that examine how brands respond to shifting consumer expectations, increasing public pressure, and evolving digital environments. Each case identifies which of the Five Ps of marketing it best illustrates: People (target consumers), Product (key benefits), Price (value exchange), Place (market access), and Promotion (consumer reach). The collection includes cases such as Adidas ending its partnership with Kanye West, Amazon Go using AI to redesign retail, and Anheuser-Busch InBev navigating backlash involving Dylan Mulvaney. It also highlights Beam Inc.’s consideration of diluting Maker’s Mark, Disney’s effort to reposition California Adventure, and Facebook’s struggle to address hate speech. Additional cases feature H&M’s sustainability challenges, JUUL’s youth-driven controversy, and Live Nation’s Taylor Swift presale debacle. Other examples examine Maria Sharapova’s sponsorship losses, McDonald’s social media strategy to promote healthier options, and Mylan’s backlash over EpiPen pricing. The book continues with Peloton’s holiday advertising controversy, Samsung’s Galaxy Note 7 recall, and Starbucks’s global rebranding effort. The final set of cases includes Target’s response to its Pride merchandise reaction, Theranos’s credibility collapse, Uber’s surge pricing debate, Wendy’s dynamic pricing misinterpretation, and the Washington Redskins name change driven by shifting social values.