- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full Description
An extremely fluent and effective text designed to be a complete resource for single semester modules, this new edition has a unique combination of text, case studies. The emphasis is on practicality and the text encourages the student to engage with the debate itself and not just the theory.
Accompanying online resources for this title can be found at bloomsburyonlineresources.com/contemporary-strategic-marketing-2e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.
Contents
Preface
Acknowledgements
PART ONE: TEXT
Introduction
Understanding Consumer Behaviour
Understanding Organisational Buying Behaviour
The Competitive Environment
The Macro-Environment
Strategic Marketing Analysis
Marketing Strategy Formulation
Relationship Marketing Strategies
E-Marketing Strategies
Marketing Strategy for Services
International Marketing Strategy
Analysing Strategic Marketing Case Studies
PART TWO: CASE STUDIES British Telecommunications Plc (2001): Strategic Challenges
BT Plc: Brave New World
Competition in the UK Ice Cream Market
London Olympics 2012: The Race for Sponsorship
Abbey: Mortgage Marketing in the UK
GlaxoSmithKline in South Africa
UPS: 100 Years of Turning Brown into Gold
News Corporation in the British Newspaper Market
A Tale of Two Wine Brands
BriCol Engineering Ltd
Crisis in the European Airline Industry
Golden Arch Hotels
Marketing Australia to the World
Trouble with the CPC100
Coca Cola: Challenges to Global Growth
PART THREE: READINGS
Extract from Turnbull, P, Ford, D and Cunningham, M (1996), 'Interaction, Relationships and Networks in Business Markets: An Evolving Perspective', Journal of Business and Industrial Marketing, 11(3/4), 44-62
Extracts from Sheth, J and Sisodia, R (1999), 'Revisiting Marketing's Lawlike Generalizations', Journal of the Academy of Marketing Science, 27(1), 71-87
Extract from Grönroos, C (1995), 'Relationship Marketing: The Strategy Continuum', Journal of the Academy of Marketing Science, 23(4), 252-254
Extract from Witkowski, T H (2005), 'Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide', Journal of Public Policy & Marketing, 24(1), 7-23
Extract from Doyle, P (2000), Value-Based Marketing, Chichester: Wiley.
