Marketing Strategies : A Contemporary Approach
Book Details
Format
Paperback / Softback
ISBN-10
0273706748
ISBN-13
9780273706748
Publisher
Pearson Education Limited
Imprint
Financial Times Prentice Hall
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Jul 3rd, 2007
Print length
440 Pages
Weight
870 grams
Dimensions
24.50 x 19.00 x 2.20 cms
Product Classification:
Sales & marketingSales and marketing
Ksh 10,600.00
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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 centring on internationally recognised companies including, Apple, Marks and Spencer, and the Wal-Mart chain.
Taking a modern European perspective, Marketing Strategies examines marketing from different angles an order to create a broader understanding of the discipline. A radical and dynamic approach to the subject is taken, in that there is no discussion of the traditional 4 'P's, as strategies are company-specific. Instead the author integrates five of the main contemporary factors that affect marketing in the 21st century: Globalisation, the Impact of Technology, Ethics, Market Orientation and Sustainability. Marketing Strategies is suitable for upper level courses in BA marketing modules such as marketing strategy, marketing management, as well as students studying for an MBA and a Business Studies course.
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