Marketing Strategies: A Contemporary Approach - Softcover

Ranchhod, Ashok

Softcover

ISBN 10: 0273706748 ISBN 13: 9780273706748

Publisher: Prentice Hall, 2007

Synopsis

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.

About this title

About the Author

Calin Gurau is Professor of Marketing at GSCM-Montpellier Business School.

From the Back Cover

A new direction for marketing strategies!

Challenging traditional marketing concepts like the 4 Ps, Marketing Strategies examines the key factors affecting marketing in today's competitive business environment: sustainability, ethics, market orientation, the impact of technology and globalisation.

In this fully revised and updated second edition, Ashok Ranchhod and Calin Gurau provide excellent analysis for those who wish to explore new ways of looking at the marketing process in order to gain an edge over the competition.

Follow the signs to success!

Newly added topics in this edition include:

• Corporate Social Responsibility, climate change and responsible customer behaviour
• How Globalisation is impacting upon consumers and organisations
• The marketing audit and marketing performance measures (including the Triple Bottom Line)
• Social and Digital Marketing

Brand new case studies analysing internationally recognised companies (including Apple, Dyson, Marks & Spencer, Guinness and the Wal-Mart chain) provide real-world insights from a range of contemporary business perspectives.

Let Marketing Strategies show you the way

'Offers all I am interested in and what is important in today's marketing practice in one comprehensive textbook.'

Frans Plat, University of Maastricht

'This book continues to challenge existing theories of marketing, reaching into wider social areas such as globalisation and sustainability.  It will continue to inspire and inform a new generation of students.'

Professor Helen Thomas, Research Director, London College of Fashion, University of the Arts, London

Ashok Ranchhod is Faculty Professor in Marketing at Southampton Business School.

Calin Gurau is Professor in Marketing at GSCM-Montpellier Business School, France.

Additional student support at www.pearsoned.co.uk/ranchhod

Edition details

• Publisher: Prentice Hall
• Publication date: 2007
• Language: English
• ISBN 10: 0273706748
• ISBN 13: 9780273706748
• Binding: Paperback
• Edition number: 2
• Number of pages: 438