Marketing strategies a contemporary approach [printed text] / Ashok Ranchhod, Author ; Calin Gurau, Author  . -  2nd Edition . - Harlow : Financial Times Prentice Hall, 2007 . - xxi, 416 p. ; 25cm.
ISBN : 978-0-273-70674-8
Challenging traditional marketing concepts like the 4 Ps, this work examines the key factors affecting marketing such as: sustainability, ethics, market orientation, the impact of technology and globalisation. It also includes case studies analysing internationally recognised companies including: Apple, Dyson, Marks and Spencer, Guiness and the Wal-Mart chain.

Class number:

658.802

Contents note:

Chapter 1: From structure to chaos? Understanding marketing strategy; Chapter 2: Opening up analysis and positioning; Chapter 3: Stakeholder concerns and solutions; Chapter 4: A sustainable Earth matters; Chapter 5: Communicating effectively; Chapter 6: Implementation is the key; Chapter 7: Understanding and creating effective marketing cultures; Chapter 8: Globalising marketing efforts; Chapter 9: Measuring for effectiveness in marketing; Chapter 10: New perspectives in marketing and the way forward; References and further reading; Index;