Sign in to turn on 1-Click ordering.
Trade in Yours
For a 0.25 Gift Card
Trade in
More Buying Choices
Have one to sell? Sell yours here
Tell the Publisher!
Id like to read this book on Kindle

Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.

Marketing Strategies: A Contemporary Approach [Paperback]

Ashok Ranchhod , Calin Gurau
5.0 out of 5 stars  See all reviews (1 customer review)
RRP: 55.99
Price: 53.19 & FREE Delivery in the UK. Details
You Save: 2.80 (5%)
o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o
In stock but may require up to 2 additional days to deliver.
Dispatched from and sold by Amazon. Gift-wrap available.
‹  Return to Product Overview

Table of Contents

1 From structure to chaos? Understanding marketing strategy


Technological advances

The marketing concept

Marketing as a business process

The role of market orientation

Strategic planning to deliver the marketing concept

Environmental factors

Creating a sense of identity

Time as an issue in planning

Ethics as a marketing issue

Towards a new strategic marketing planning model


Chapter questions


2 Opening up analysis and positioning


Internal analysis

External analysis

Key issues to consider when using portfolio matrices

The marketing information system

Market segmentation

Strategic positioning

The Internet, postmodern marketing and globalisation


Chapter questions


3 Stakeholder concerns and solutions


Stakeholder theory

Developing competitive marketing strategies


Chapter questions


4 A sustainable Earth matters


Understanding environmental marketing

Implications for organisations

Green consumer behaviour

Green marketing strategies


Chapter questions


5 Communicating effectively


Corporate image and corporate identity

Defining the IMC concept

Organisational challenges to implementing the IMC concept

Implementing the IMC concept

IMC in an online environment



Chapter questions


6 Implementation is the key


Planned versus emergent implementation

The main factors influencing strategy implementation

The impact of technology on marketing implementation

Customer relationships


Chapter questions


7 Understanding and creating effective marketing cultures


The visible and invisible parts of an organisation

The transition from focusing on products to a customer orientation

The learning organisation

Keeping the benefits of a learning orientation


Chapter questions


8 Globalising marketing efforts


The main factors influencing international marketing operations

Offshoring and globalisation of suppliers

International marketing orientations

Standardisation versus adaptation

Selecting which foreign markets to target

Marketing entry strategies

Managing international operations


Chapter questions


9 Measuring for effectiveness in marketing


Measuring marketing performance

The role of financial analysis

Profit ratios

Liquidity ratios

Leverage ratios

Activity ratios

Marketing metrics

Understanding measurement within the global context

Measuring environmental effectiveness

Developing individual measures


Chapter questions


10 New perspectives in marketing and the way forward


Moving away form the 4 Ps

Consumer behaviour

Value cocreation

The dynamic environment

Digital marketing

Social marketing

Rural marketing

Towards a strategic marketing model

Summary and final observations

Chapter questions



References and further reading




‹  Return to Product Overview