Contemporary Strategic Marketing

2002
ISBN: 978-0-333-98118-4
Verlag: Palgrave Macmillan

Buch, Englisch, 400 Seiten, Format (B × H): 138 mm x 216 mm, Gewicht: 661 g

In Contemporary Stategic Marketing students are encouraged to tackle these and many other strategic questions. Contemporary Strategic Marketing is designed as a complete course for final year undergraduates. It provides students with the solid intellectual foundations they need through comprehensive coversage of the traditional and contemporary elements of strategic marketing. Through original readings taken from the work of leading thinkers in the field and fifteen practical case studies it encourages the student to engage with real strategic marketing decisions.
Contemporary Strategic Marketing:

* is an extremely fluent, highly readable and effective text designed to engage and excite students about the challenges of strategic marketing
* offers a unique combination of text, case studies and readings, making this a complete course companion
* highlights the lastest innovations and current debates in the field, including the use of the Internet, relationship marketing strategies and value-based marketing

Autoren/Hrsg.

Brennan, Ross

Baines, Paul

Garneau, Paul

Inhaltsverzeichnis

Foreword; P.Harris.- Preface.- PART ONE: 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.- PART TWO: 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.- PART THREE: 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.

Über Autor(innen)

ROSS BRENNAN is Chair of the Marketing Group and Principal Lecturer in Marketing at Middlesex University Business School.

PAUL BAINES is Director of Business Development and Senior Lecturer in Marketing at Middlesex University Business School.

PAUL GARNEAU is Programme Leader for the MA in Marketing Management and Senior Lecturer in Marketing at Middlesex University Business School.