Marketing Strategies: A Contemporary Approach, 2/e
Taking a modern European perspective, Marketing Strategies examines marketing from different angles an order to create a broader understanding of the discipline. A radical and dynamic approach to the subject is taken, in that there is no discussion of the traditional 4 'P's, as strategies are company-specific.
Marketing Strategies is suitable for upper level courses in BA marketing modules such as marketing strategy, marketing management, as well as students studying for an MBA and a Business Studies course.
Table of Content
- From structure to chaos? Understanding marketing strategy
- Opening up analysis and positioning
- Stakeholder concerns and solutions
- A sustainable Earth matters
- Communicating effectively
- Implementation is the key
- Understanding and creating effective marketing cultures
- Globalising marketing efforts
- Measuring for effectiveness in marketing
- New perspectives in marketing and the way forward
- References and further reading
Index
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Salient Features
- Plethora of CIM Case Studies to give students a deeper understanding of the strategic decisions taken by a real marketing department.
- Excellent coverage of emerging areas such as new technology, marketing in different sectors and marketing performance (neglected by most strategy textbooks).
- Strong coverage of Internet issues and technology fully prepares students for marketing in the digital age.
- Comprehensive resource package for lecturer and student including Instructor's Manual, PowerPoint Slides, Teaching tips, Further Case studies, and weblinks.
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