New marketing strategies : evolving flexible processes to fit market circumstances (eBook, 1999) []
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New marketing strategies : evolving flexible processes to fit market circumstances

Author: Ian Chaston
Publisher: London : Thousand Oaks, Calif. : Sage Publications, 1999.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Offering an overview of current and classic theories and approaches in marketing, this book demonstrates that different concepts are individually appropriate in specific circumstances.

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Genre/Form: Electronic books
Additional Physical Format: Print version:
Chaston, Ian.
New marketing strategies.
London ; Thousand Oaks, Calif. : Sage Publications, 1999
(DLC) 99071358
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Ian Chaston
ISBN: 9780857029591 0857029592 9781446218853 1446218856
OCLC Number: 731667690
Reproduction Notes: Electronic reproduction. [Place of publication not identified] : HathiTrust Digital Library, 2011. MiAaHDL
Description: 1 online resource (vii, 199 pages) : illustrations
Details: Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Contents: Marketing --
An Evolving Philosophy<br />International Competences<br />The External Environment<br />Strategy and Positioning<br />Selecting Strategies and Constructing Plans<br />Buyer Behaviour<br />Business-to-Business and Institutional Marketing<br />Service Marketing<br />New Product and Innovation Management<br />Flexi-Promotion<br />Flexi-Pricing and Distribution<br />From International to Borderless World Marketing<br />
Responsibility: Ian Chaston.
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Approaches to marketing strategy are divided between the classic strategic marketing traditions and newer approaches such as relationship marketing. This title offers students an overview of the  Read more...


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`From the student's point of view, the [New Marketing Strategies] provides a rich source of summarised constructs together with the source reference for further reading and research' - Interactive Read more...

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