Marketing Strategies: A Contemporary Approach (2nd Edition)

✍ Scribed by Ashok Ranchhod, Calin Gurau

Publisher: Prentice Hall
Year: 2007
Tongue: English
Leaves: 438
Edition: 2
Category: Library

No coin nor oath required. For personal study only.

✦ 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

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