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

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Overview

The various trends in marketing strategies have unfortunately been accompanied by a somewhat divided attitude amongst academics, some favouring classic strategic marketing, others proposing that relationship marketing is the better way, while still others suggesting small firms marketing as offering more. As a result both students and practitioners have encountered difficulties in comprehending how, if at all, the different theories fit together.

New Marketing Strategies has arisen from the need to develop a more flexible approach to developing marketing strategies, by attempting to show how different concepts, such as transactional, relationship and entrepreuneurial marketing are individually appropriate in certain circumstances, and in other instances can be combined to create useful, mixed strategic models.

This book offers a new approach to the traditional texts in marketing, taking into account new theories of relationship marketing, networks and entrepreneurship

Ian Chaston is Reader and Director of Research, at Plymouth Business School

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Product Details

  • ISBN-13: 9780761962021
  • Publisher: SAGE Publications
  • Publication date: 9/13/1999
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 208
  • Product dimensions: 6.22 (w) x 9.38 (h) x 0.56 (d)

Meet the Author

Ian Chaston is Managing Director and founder of Moustraining Ltd, a spin off company from the University of Plymouth responsible for delivering the institution's e-based distance learning program. Ian was previously Professor in Marketing and Entrepreneurship at the Plymouth Business School. Ian is also a Research Professor in Entrepreneurship at CENTRUM Catolica Business School in Lima, Peru.

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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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