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