Pub. Date:
Macmillan Education UK
Contemporary Strategic Marketing / Edition 2

Contemporary Strategic Marketing / Edition 2


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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.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -

Product Details

ISBN-13: 9780230507203
Publisher: Macmillan Education UK
Publication date: 11/15/2007
Edition description: 2nd ed. 2007
Pages: 488
Product dimensions: 7.44(w) x 9.69(h) x 0.04(d)

About the Author

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.

Table of Contents

Preface.- Acknowledgements.- PART ONE: TEXT Introduction.- Understanding Consumer Behaviour.- Understanding Organisational Buying Behaviour.- The Competitive Environment.- The Macro-Environment.- Strategic Marketing Analysis.- Marketing Strategy Formulation.- Relationship Marketing Strategies.- e-Marketing Strategies.- Marketing Strategy for Services .- International Marketing Strategy.- Analysing Strategic Marketing Case Studies.- PART TWO: CASE STUDIES British Telecommunications Plc (2001): Strategic Challenges.- BT Plc: Brave New World.- Competition in the UK Ice Cream Market.- London Olympics 2012: The Race for Sponsorship.- Abbey: Mortgage Marketing in the UK.- GlaxoSmithKline in South Africa.- UPS: 100 Years of Turning Brown into Gold.- News Corporation in the British Newspaper Market.- A Tale of Two Wine Brands.- BriCol Engineering Ltd.- Crisis in the European Airline Industry.- Golden Arch Hotels.- Marketing Australia to the World.- Trouble with the CPC100.- Coca-Cola: Challenges to Global Growth.- PART 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), 44-62.- Extracts from Sheth, J and Sisodia, R (1999), 'Revisiting Marketing's Lawlike Generalizations', Journal of the Academy of Marketing Science, 27(1), 71-87.- Extract from Grönroos, C (1995), 'Relationship Marketing: The Strategy Continuum', Journal of the Academy of Marketing Science, 23(4), 252-254.- Extract from Witkowski, T H (2005), 'Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide', Journal of Public Policy & Marketing, 24(1), 7-23.- Extract from Doyle, P (2000), Value-Based Marketing, Chichester: Wiley.

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From the Publisher

A clear and well-written book that is actually fun to read . The authors clearly know how to write and what triggers students' interest – that makes it a real gem.' – Haydn Blackey, Associate Director, Business School, University of Glamorgan, UK

'I recommend this book without reservation for strategic marketing courses at levels 2 and 3 . The chapters are well laid out with a pedagogical approach. Key concepts are clearly set out and well illustrated by examples – at just the right level.' – Charles Dennis, School of Business and Management, Brunel University, UK

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