Contemporary strategic marketing. (2007)

• Record Type: Book
• Further Information: Note: Ross Brennan (and three others)
• Other Names: Brennan, Ross, 1957-
• Contents: 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
• Edition: 2nd ed
• Publisher Details: Basingstoke : Palgrave Macmillan
• Publication Date: 2007
• Extent: 1 online resource (488 pages)
• Subjects: 658.8101; Sales & marketing; Marketing; Strategic planning
• Languages: English
• ISBNs: 9781137186638; 1137186631
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.