Contemporary Strategic Marketing

Häftad, Engelska, 2007

Av Ross Brennan, Paul Baines, Paul Garneau, Paul Richard Baines

1 959 kr

Beställningsvara. Skickas inom 7-10 vardagar

Fri frakt för medlemmar vid köp för minst 249 kr.

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

Utgivningsdatum2007-10-12
Mått189 x 246 x 25 mm
Vikt901 g
FormatHäftad
SpråkEngelska
Antal sidor470
Upplaga2
FörlagBloomsbury Publishing PLC
ISBN9780230507203

Tillhör följande kategorier

Försäljning och marknadsföring inom Ekonomi och ledarskap

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.