Contemporary Strategic Marketing

ROSS BRENNAN is Reader in Marketing at Middlesex University Business School, UK.PAUL BAINES is Senior Lecturer in Marketing at Cranfield University, School of Management, UK.PAUL GARNEAU is Senior Lecturer in Marketing at Middlesex University Business School, UK.LYNN VOS is Senior Lecturer in Marketing at Middlesex University Business School, UK.

• PrefaceAcknowledgementsPART ONE: TEXTIntroductionUnderstanding Consumer BehaviourUnderstanding Organisational Buying BehaviourThe Competitive EnvironmentThe Macro-EnvironmentStrategic Marketing AnalysisMarketing Strategy FormulationRelationship Marketing StrategiesE-Marketing StrategiesMarketing Strategy for ServicesInternational Marketing StrategyAnalysing Strategic Marketing Case StudiesPART TWO: CASE STUDIES British Telecommunications Plc (2001): Strategic ChallengesBT Plc: Brave New WorldCompetition in the UK Ice Cream MarketLondon Olympics 2012: The Race for SponsorshipAbbey: Mortgage Marketing in the UKGlaxoSmithKline in South AfricaUPS: 100 Years of Turning Brown into GoldNews Corporation in the British Newspaper MarketA Tale of Two Wine BrandsBriCol Engineering LtdCrisis in the European Airline IndustryGolden Arch HotelsMarketing Australia to the WorldTrouble with the CPC100Coca Cola: Challenges to Global GrowthPART THREE: READINGS Extract from Turnbull, P, Ford, D and Cunningham, M (1996), 'Interaction, Relationships and Networks in Business Markets: An Evolving Perspective', Journal of Business and Industrial Marketing, 11(3/4), 44-62Extracts from Sheth, J and Sisodia, R (1999), 'Revisiting Marketing's Lawlike Generalizations', Journal of the Academy of Marketing Science, 27(1), 71-87Extract from Grönroos, C (1995), 'Relationship Marketing: The Strategy Continuum', Journal of the Academy of Marketing Science, 23(4), 252-254Extract from Witkowski, T H (2005), 'Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide', Journal of Public Policy & Marketing, 24(1), 7-23Extract from Doyle, P (2000), Value-Based Marketing, Chichester: Wiley.