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.
- Plethora of CIM Case Studies to give students a deeper understanding of the strategic decisions taken by a real marketing department.
- Excellent coverage of emerging areas such as new technology, marketing in different sectors and marketing performance (neglected by most strategy textbooks).
- Strong coverage of Internet issues and technology fully prepares students for marketing in the digital age.
- Comprehensive resource package for lecturer and student including Instructor's Manual, PowerPoint Slides, Teaching tips, Further Case studies, and weblinks.
No comments:
Post a Comment