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Description
The Essentials of Contemporary MarketingAn essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer. When implemented, these contemporary strategies offer the greatest support for
An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.
As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer. When implemented, these contemporary strategies offer the greatest support for their client base, with a product range that adapts to the desires of the target market. The channels used to underpin these strategies are also radically different from traditional methods - placing emphasis upon platforms such as social media. Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Essentials of Contemporary Marketing covers a wide range of themes, including: - Consumer behaviour- The latest marketing research
- Services marketing
- Brand management
- Global marketing, and
- Ethics in marketing. Each chapter includes case studies to illustrate and contextualise the topics covered, featuring companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money. In alignment with its subject matter, The Essentials of Contemporary Marketing prioritises practicality over theory-based content - providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.
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4.2 ★★★★★
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Product Reviews
★★★★★ 5
Simple and not Drama claim process.
’ve had Asurion coverage for a couple of years and never needed to use it until recently, when my pool salt cell (less than two years old) stopped working. I had purchased it with an Asurion protection plan, so I contacted them to start a claim.
The process was simple and straightforward to follow. In the end, they honored the plan and covered the cost of my salt cell based on the value when I originally bought it. They issued me a gift card that I could use on Amazon for that amount.
While prices have gone up and a new cell now costs about $200 more, it was still definitely worth having the coverage. Overall, I’m satisfied with how the claim was handled.
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Reviewed in the United States on June 8, 2026
★★★★★ 5
Love this protection plan
Quick and easy. My daughter's cracked her screen on her phone, as soon as it happened I went on the app, filed the claim. Ten minutes later I received the email with the shipping lable. The following day I dropped the phone off at ups and 4 hours later I received the digital gift card. Ive filed several claims since getting the protection plan and with four kids its definitelysomething im glad to have especially since i dont have to buy a protectionplan for each item now. I have filed claims for electric scooter the stoped working for no reason, my son's phone stopped charging, my oldest daughter cracked her phone screen, my son's video game controllers up and died and each time it was quick and easy and no fuss
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Reviewed in the United States on May 13, 2026
★★★★★ 1
Don't waste your money - these people will not help you
On March 9th 2024, I purchased a MCombo Lift Chair costing $785. On the same day, through the same Amazon account (my PERSONAL account since I also have a business account), I purchased an Asurion Complete Protect policy at the cost of $16.99 per month plus taxes. About one month ago, a problem arose with the chair that required me to make a claim using the "Complete Protect" policy that I had purchased for that very item. The claim was initiated on January 1st, 2025 - On January 3rd, I received an email asking me for photographs showing the damage for which I was making a claim. I sent those photographs via email to the address provided on January 6th. On January 27th, having not received ANY response from Asurion, I contacted them via phone and was told that my purchase had been made with a business account, that it was being used for business purposes, and was therefore not covered. I assured the Asurion Representative that it was most certainly not a business use, and that the chair that I was claiming for had been purchased because I had extensive shoulder surgery done that made it impossible to get in and out of bed. After speaking (unsuccessfully) with the Asurion Rep, I then contacted Amazon Customer Service. I spoke with an Amazon Customer Service Representative on the phone who confirmed that I had in fact used my personal account to purchase the chair and the Asurion Complete Protect policy. That representative went on to send a message to Asurion on my behalf confirming that the purchase was for personal use and not business use. Asurion responded, asking me to call them with the order number for the Asurion purchase. The number I gave was the exact same order number on my order history, however, the Asurion Rep could not find it. I was finally able to discover that the order number in Asurion's system was entirely different and isn't even in the same format as an Amazon order number.
Upon the Asurion representative finding my plan, she informed me that the chair was listed as being purchased for business use (despite Amazon confirming that it was NOT) but that I should give them "a couple of business days" to resolve the issue. Five business days later, still no response and so I called them again (Yesterday - February 1st 2025)... Lo and behold, I got the same crap yet again... the purchase was listed as business use and was therefore being denied, but she promised to remove the business use commentary and put the claim through again.
Today, February 2nd, I called Amazon yet again to escalate and had to call THREE times because the first two calls resulted in me finally being connected to an Asurion representative (two different reps) and each time, the Asurion representative hung up the phone as soon as my name was mentioned.
It has become clear to me that the Asurion "Complete Protect" policy is a SCAM - they will NOT take care of your issue, regardless of how long you've been paying. I have been paying every month since March 9th last year - so they've received over $170 from me thus far, with zero other claims, and if I am able to cancel right now, I will only receive $16.99 back. All I want, is the chair that I purchased the policy for coverage of, to be repaired or replaced. Asurion are NOT helping, and are actively avoiding contact.
At this point, I am considering legal action against Asurion for fraud - perhaps even a Class Action. I'll wait and see if my issue gets resolved within the next 10 days or so.
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Reviewed in the United States on February 2, 2025
★★★★★ 5
Asurion is AWESOME!
Ok, so let me start with the fact that you should NOT waste your time calling Amazon's customer service if you think you have a claim under Asurion's monthly protection plan. CALL ASURION!
I wasted almost an hour with Amazon representatives that have absolutely no training in how the Asurion plan works, or even any idea if my item was covered. In fact, they told me the mechanized chair I purchased under the plan wasn't covered!
Finally, my call got escalated to a manager who was just as clueless about my coverage, but had the best idea ever... call Asurion!
The smartest thing I did that morning was hang up with Amazon, and reach out to Asurion as I should have done in the first place.
Dealing with Asurion's customer service, after my Amazon call, was like being elevated to VIP status! 😄
Asurion's rep nicely took all my info, including the chair's purchase date and order number. Then they asked that I upload a couple of pictures of the product, along with a written description of the malfunction I had mentioned over the phone.
This is where it gets really good. They told me they'd review the claim to determine if they'd send a repair
specialist or reimburse me the cost of the item. In less than 48 hours, they determined that a payout was in order, and sent me an email that included an Amazon gift card for the total cost of the item minus the taxes I had paid, which I loaded directly into my Amazon wallet. Apparently, Asurion does not include the purchase taxes in their coverage.
But, I can live with that.
All in all, Asurion's claims division get a double thumbs up 👍🏽👍🏽, and the company gets big ups from me for not only standing behind their protection plan, but doing so expeditiously!
Special note: If you buy a lot of stuff from Amazon, and have Asurion's monthly protection plan, scroll the item listing before pulling the trigger on your purchase... you need to see the green streamer that indicates your product is protected by the plan. If you don't see that, check to see if there are alternative products that might be covered. There are very few electronic or high ticket items that aren't covered, but looking for that green banner in the item description that says it's covered is key to foregoing any future headaches.
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Reviewed in the United States on April 26, 2026
★★★★★ 5
If they can't fix it they will replace it.
This protection plan that i pay monthly for paid for itself ten fold. My 3D printer just quit working and after the manufacturer warrenty had ran out at that. I submitted my claim they emailed me a shipping label in which I shipped out my printer that same day. Two days later they received my printer determined it couldc not be fixed and sent me a Amazon gift card for the full price of my printer. Today I will be receiving my new 3d printer thanks to Complete Protect. I highly recommend anyone and everyone to purchase this policy. This warrenty is like having a home warrenty like Homeshield but for your electronics and probably other stuff that i just have not read to see what else. This insurance will save me so much money over the corse of this year and every year after that. Thank you Complete Protect.
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Reviewed in the United States on May 22, 2026