MARKETING STRATEGIES A TWENTY FIRST CENTURY APPROACH

RANCHHOD A.

wydawnictwo: FT.PH, 2004, wydanie I

cena netto: ~~230.00~~ Twoja cena 218,50 zł + 5% vat - dodaj do koszyka

For upper level courses in BA Marketing modules; marketing strategy, marketing management, MBA and BA Business Studies.
This exciting new text develops a new approach to marketing by taking a unique integrated approach to strategic development, incorporating current thinking and the impact of technology in a holistic manner.

With a strong case based approach, and co-written by a Senior Examiner for the CIM, bringing a plethora of CIM cases, this cutting edge text will bring students bang up-to-date with recent developments in the fields of sustainability, new technology and the learning organisation.

Table of Contents

Preface and acknowledgements

Marketing strategy and concepts

Analysis and segmentation

Stakeholders and marketing

Sustainability and strategy

Building brand relationships

Implementing marketing strategies

Organising for marketing

The learning organisation

Measuring marketing performance

New perspectives in developing marketing strategies

References

Index

238 pages

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