Marketing strategies

A twenty-first century approach

Ashok Ranchhod

256 pages, parution le 18/12/2003

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Résumé

For upper level courses in BA Marketing modules; marketing strategy, marketing management, MBA and BA Business Studies.

This exciting new text develops a new approach to marketing by taking a unique integrated approach to strategic development, incorporating current thinking and the impact of technology in a holistic manner.

With a strong case based approach, and co-written by a Senior Examiner for the CIM, bringing a plethora of CIM cases, this cutting edge text will bring students bang up-to-date with recent developments in the fields of sustainability, new technology and the learning organisation.

Marketing strategy and concepts
Analysis and segmentation
Stakeholders and marketing
Sustainability and strategy
Building brand relationships
Implementing marketing strategies
Organising for marketing
The learning organisation
Measuring marketing performance
New perspectives in developing marketing strategies
References
Index

Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Ashok Ranchhod
Parution	18/12/2003
Nb. de pages	256
Format	19 x 24,5
Couverture	Broché
Poids	515g
Intérieur	Noir et Blanc
EAN13	9780273651925
ISBN13	978-0-273-65192-5