Contemporary Strategic Marketing

AvRoss Brennan,Paul Baines

Häftad, Engelska, 2007

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Beskrivning

An extremely fluent and effective text designed to be a complete resource for single semester modules, this new edition has a unique combination of text, case studies. The emphasis is on practicality and the text encourages the student to engage with the debate itself and not just the theory.Accompanying online resources for this title can be found at bloomsburyonlineresources.com/contemporary-strategic-marketing-2e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.

Produktinformation

Utgivningsdatum:2007-10-12
Mått:189 x 246 x 25 mm
Vikt:901 g
Format:Häftad
Språk:Engelska
Antal sidor:470
Upplaga:2
Förlag:Bloomsbury Publishing PLC
ISBN:9780230507203

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

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.

Innehållsförteckning

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.