Marketing Strategies A Contemporary Approach

Marketing Strategies A Contemporary Approach

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...

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Bibliographic Details
Main Authors: Ranchhod, Ashok (Author), Gurau, Calin (Author)
Format: Book
Language:English
Published: Harlow, England FT/Prentice Hall 2007
Edition:Second Edition
Subjects:
Marketing research > Case studies
Marketing
Marketing > Case studies
Online Access:Click Here to View Status and Holdings.
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Summary: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.
Physical Description:xxi, 416 pages illustrations 25 cm
Bibliography:Includes bibliographical references and index
ISBN:9780273706748 (paperback)

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