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Macmillan Higher Education

Contemporary Strategic Marketing (2nd Edition)

Author(s):
Publisher:

Palgrave

Pages: 488
Downloads:

Flyer

Sample chapter

Further Actions:

Recommend to library, View companion site

AVAILABLE FORMATS

Paperback - 9780230507203

15 November 2007

$79.99

In stock

Ebook - 9780230374041

12 October 2007

$79.99

In stock



An extremely fluent and effective text designed to be a complete resource for single semester modules, this new edition has a unique combination of text, case studies. The emphasis is on practicality and the text encourages...

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An extremely fluent and effective text designed to be a complete resource for single 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.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -
http://www.palgrave.com/business/brennan/

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Geared specifically for one semester teaching and offers a complete package text, case studies and readings all in one book.
Explains the major concepts in a way that your average student will understand, without talking down to them.

Preface
Acknowledgements
PART ONE: TEXT Introduction
Understanding Consumer Behaviour
Understanding Organisational Buying Behaviour
The Competitive Environment
The Macro-Environment
Strategic Marketing Analysis
Marketing Strategy Formulation
Relationship Marketing Strategies
e-Marketing Strategies
Marketing Strategy for Services 
International Marketing Strategy
Analysing Strategic Marketing Case Studies
PART TWO: CASE STUDIES British Telecommunications Plc (2001): Strategic Challenges
BT Plc: Brave 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 Turning Brown into Gold
News Corporation in the British Newspaper Market
A Tale of Two Wine Brands
BriCol Engineering Ltd
Crisis in the European Airline Industry
Golden Arch Hotels
Marketing Australia to the World
Trouble with the CPC100
Coca-Cola: Challenges to Global Growth
PART THREE: READINGS Extract from Turnbull, P, Ford, D and Cunningham, M (1996), 'Interaction, Relationships and Networks in Business Markets: An Evolving Perspective', Journal of Business and Industrial Marketing, 11(3/4), 44-62
Extracts from Sheth, J and Sisodia, R (1999), 'Revisiting Marketing's Lawlike Generalizations', Journal of the Academy of Marketing Science, 27(1), 71-87
Extract from Grönroos, C (1995), 'Relationship Marketing: The Strategy Continuum', Journal of the Academy of Marketing Science, 23(4), 252-254
Extract from Witkowski, T H (2005), 'Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide', Journal of Public Policy & Marketing, 24(1), 7-23
Extract from Doyle, P (2000), Value-Based Marketing, Chichester: Wiley.
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ROSS BRENNAN is Reader in Marketing at Middlesex University Business School, UK.

PAUL BAINES is Senior Lecturer in Marketing at Cranfield University, School of Management, UK.

PAUL GARNEAU is Senior Lecturer in Marketing at Middlesex University Business School, UK.

LYNN VOS is Senior Lecturer in Marketing at Middlesex University Business School, UK.

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ROSS BRENNAN is Reader in Marketing at Middlesex University Business School, UK.

PAUL BAINES is Senior Lecturer in Marketing at Cranfield University, School of Management, UK.

PAUL GARNEAU is Senior Lecturer in Marketing at Middlesex University Business School, UK.

LYNN VOS is Senior Lecturer in Marketing at Middlesex University Business School, UK.

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