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Contemporary strategic marketing

Author: Ross Brennan; Paul Baines; Paul Garneau
Publisher: New York : Palgrave Macmillan, 2003.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

This text in strategic marketing has a combination of text, case studies and readings. A comprehensive lecturers' website includes extensive answers, slides of tables, figures and learning  Read more...

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Genre/Form: Lehrbuch
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Ross Brennan; Paul Baines; Paul Garneau
ISBN: 0333981189 9780333981184 0333981197 9780333981191
OCLC Number: 50958927
Description: xx, 380 pages : illustrations ; 26 cm
Contents: List of Figures and Tables - About the Authors - Foreword by Phil Harris, Chairman of the Academy of Marketing 1999-2002 - Preface - Acknowledgements - 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
Responsibility: Ross Brennan, Paul Baines, Paul Garneau ; with foreword by Phil Harris.

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