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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. Also available is a companion website with extra features to accompany the text, please take a look by clicking below - http://www.palgrave.com/business/brennan/
Contents
Preface.- Acknowledgements.- PART ONEConsumer 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 Groenroos, 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.
