New Marketing Strategies: Evolving Flexible Processes To Fit Market Circumstance / Edition 1

New Marketing Strategies: Evolving Flexible Processes To Fit Market Circumstance / Edition 1

by Ian Chaston
     
 

ISBN-10: 0761962026

ISBN-13: 9780761962021

Pub. Date: 09/13/1999

Publisher: SAGE Publications

Current approaches to marketing strategy are divided between the classic strategic marketing traditions and newer approaches such as relationship marketing.

New Marketing Strategies offers students a clear overview of the different theories and approaches whilst at the same time providing them with a flexible approach to developing marketing strategy.

Overview

Current approaches to marketing strategy are divided between the classic strategic marketing traditions and newer approaches such as relationship marketing.

New Marketing Strategies offers students a clear overview of the different theories and approaches whilst at the same time providing them with a flexible approach to developing marketing strategy. Different concepts such as transactional relationships and entrepreneurial marketing are shown to be useful in different settings. The author explores these fully, whilst showing how they may be effectively combined to create useful, mixed strategic models. This is an essential text for advanced students of strategic marketing.

On-line support materials can

Product Details

ISBN-13:
9780761962021
Publisher:
SAGE Publications
Publication date:
09/13/1999
Edition description:
New Edition
Pages:
208
Product dimensions:
6.14(w) x 9.21(h) x (d)

Table of Contents

Marketing - An Evolving Philosophy
International Competences
The External Environment
Strategy and Positioning
Selecting Strategies and Constructing Plans
Buyer Behaviour
Business-to-Business and Institutional Marketing
Service Marketing
New Product and Innovation Management
Flexi-Promotion
Flexi-Pricing and Distribution
From International to Borderless World Marketing

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