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Marketing Strategies: A Contemporary Approach [Paperback]

Ashok Ranchhod , Calin Gurau
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Table of Contents

1 From structure to chaos? Understanding marketing strategy

Introduction

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

Summary

Chapter questions

 

2 Opening up analysis and positioning

Introduction

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

Summary

Chapter questions

 

3 Stakeholder concerns and solutions

Introduction

Stakeholder theory

Developing competitive marketing strategies

Summary

Chapter questions

 

4 A sustainable Earth matters

Introduction

Understanding environmental marketing

Implications for organisations

Green consumer behaviour

Green marketing strategies

Summary

Chapter questions

 

5 Communicating effectively

Introduction

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

Brands

Summary

Chapter questions

 

6 Implementation is the key

Introduction

Planned versus emergent implementation

The main factors influencing strategy implementation

The impact of technology on marketing implementation

Customer relationships

Summary

Chapter questions

 

7 Understanding and creating effective marketing cultures

Introduction

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

Summary

Chapter questions

 

8 Globalising marketing efforts

Introduction

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

Summary

Chapter questions

 

9 Measuring for effectiveness in marketing

Introduction

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

Summary

Chapter questions

 

10 New perspectives in marketing and the way forward

Introduction

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

Index

 

 

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