Contemporary Strategic Marketing

Ross Brennan, Paul Baines, Paul Garneau

400 pages, parution le 13/09/2002

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Résumé

An extremely fluent and effective text designed to be a complete resource for single semester modules. This exciting new book has a unique combination of text, case studies and readings. A comprehensive lecturers' website includes extensive answers plus slides of tables, figures and Learning Objectives. The text encourages the student to engage with the debate itself and not just the theory. Topics are tackled in new and creative ways and include the latest innovations and developments in the field. There is a Foreword by Phil Harris, Chairman of the Academy of Marketing.

Sommaire

Text
- Introduction
- What is Strategic Marketing?
- Understanding Consumer Behaviour
- Organisational Buying Behaviour
- Understanding the Competitive Environment
- Understanding the Macroenvironment
- Strategic Marketing Analysis
- Marketing Strategy Formulation
- Relationship Marketing Strategies
- e-Marketing Strategies
- Marketing Strategy for Mass-mediated Services
- Analysing Strategic Marketing Case Studies
Case Studies
- British Telecommunications plc 'A': The Strategic Dilemma
- British Telecommunications plc 'B': Tomorrow the World?
- Competition in the UK Ice Cream Market
- Fulham FC: Strategic Marketing for Football Clubs
- Regaining the International Market for British Beef
- GlaxoSmithKline in South Africa
- Should UPS Purchase the Shuttle?
- News Corporation in the British Newspaper Market
- A Tale of Two Wine Brands
- BriCol Engineering Ltd
- Crisis in the European Airline Industry
- Internationalising the Chartered Institute of Marketing
- Golden Arch Hotels
- Marketing Australia to the World
- Trouble with the CPC100
Readings
- Interaction, Relationships and Networks in Business Markets: An Evolving Perspective
- Revisiting Marketing's Lawlike Generalizations
- Relationship Marketing: The Strategy Continuum
- Combining Corporate and Marketing Strategy for Global Competitiveness
- Value-based Marketing

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Palgrave
Auteur(s)	Ross Brennan, Paul Baines, Paul Garneau
Parution	13/09/2002
Nb. de pages	400
Format	19 x 24,5
Couverture	Broché
Poids	770g
Intérieur	Noir et Blanc
EAN13	9780333981191
ISBN13	978-0-333-98119-1