An extremely fluent and effective text designed to be a complete resource forsingle semester modules, this new edition has a unique combination of text, case studies. The emphasis is on practicality and the text encourages the student to engage with the debate itself and not just the theory.BRIEF CONTENTS: Part One: Text. 1. What is strategis marketing ?. 2. Understanding consumer behaviour. 3. Organisational buying behaviour. 4. Understandingthe competitive environment. 5. Understanding the macroenvironment. 6. Strategic marketing analysis. 7. Marketing strategy formulation. 8. Relationship marketing strategies. 9. E-marketing strategies. 10. Marketing strategy services.11. International marketing strategy. 12. Analysing strategic marketing case studies. Part Two. Case Studies. Britisth telecommunications plc (2001): strategic challenges. BT plc: breve new world. Competition in the UK ice cream market. London Olympics 2012: the race for sponsorship. Abbey: mortgage marketing in the UK. Glaxosmithkline in South Africa. UPS: 100 years of tuning brown into gold. News corporation in the British newspaper market. A tale of the wine Brands. BriCol Engineering Ltd. Crisis in the European airline industry. GoldenArch Hotels. Marketing Australia to the world. Trouble with the CPC100. Coca-cola: challanges to global growth. Part Three. Readings. Interaction, relationships and networks in business. Markets: an evolving perspective. Revisiting marketing´s lawlike generalizations. Relationship marketing: the strategy continuum. Antiglobal challenges to marketing in developing. Countries: exploring the ideological divide. Value-based marketing.
- ISBN: 978-0-230-50720-3
- Editorial: Palgrave Macmillan
- Encuadernacion: Rústica
- Páginas: 462
- Fecha Publicación: 01/01/2008
- Nº Volúmenes: 1
- Idioma: Inglés