×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Contemporary Strategic Marketing / Edition 2
     

Contemporary Strategic Marketing / Edition 2

by Ross Brennan, Paul Baines, Paul Garneau, Lynn Vos
 

See All Formats & Editions

ISBN-10: 0230507204

ISBN-13: 9780230507203

Pub. Date: 11/27/2007

Publisher: Macmillan Education UK

An extremely fluent and effective text designed to be a complete resource for single semester courses, this book has a unique combination of text, case studies and readings--as well as a comprehensive companion website, new for this edition.

Overview

An extremely fluent and effective text designed to be a complete resource for single semester courses, this book has a unique combination of text, case studies and readings--as well as a comprehensive companion website, new for this edition.

Product Details

ISBN-13:
9780230507203
Publisher:
Macmillan Education UK
Publication date:
11/27/2007
Edition description:
2nd ed. 2007
Pages:
488
Product dimensions:
7.44(w) x 9.69(h) x 0.04(d)

Related Subjects

Table of Contents

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.

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews