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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
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
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Autorenporträt
ROSS BRENNAN is Reader in Marketing at Middlesex University Business School, UK.
PAUL BAINES is Senior Lecturer in Marketing at Cranfield University, School of Management, UK.
PAUL GARNEAU is Senior Lecturer in Marketing at Middlesex University Business School, UK.
LYNN VOS is Senior Lecturer in Marketing at Middlesex University Business School, UK.
Inhaltsangabe
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.
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.
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