Marketing Strategies

Financial Times
Ashok Ranchhod / Calin Gurau  
Total pages
May 2007
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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.


  • Plethora of CIM Case Studies to give students a deeper understanding of the strategic decisions taken by a real marketing department.
  • Excellent coverage of emerging areas such as new technology, marketing in different sectors and marketing performance (neglected by most strategy textbooks).
  • Strong coverage of Internet issues and technology fully prepares students for marketing in the digital age.
  • Comprehensive resource package for lecturer and student including Instructor's Manual, PowerPoint Slides, Teaching tips, Further Case studies, and weblinks.

New to this Edition

  • New co-author Calin Gurau from the Centre d'Etudes et de Recherche sur les Organisations et le Management, Montpellier, France, brings a closer focus on research into the subject.
  • Completely revised and updated structure includes new material on Consumer Behaviour and Understanding, and Globalisation, bringing students right up to date with these hot topics.
  • New Chapter on Marketing in the Digital Age preparing students for a future in this exciting era.


Table of Contents

1 From structure to chaos? Understanding marketing strategy


Technological advances

The marketing concept

Marketing as a business process

The role of market orientation

Strategic planning to deliver the marketing concept

Environmental factors

Creating a sense of identity

Time as an issue in planning

Ethics as a marketing issue

Towards a new strategic marketing planning model


Chapter questions


2 Opening up analysis and positioning


Internal analysis

External analysis

Key issues to consider when using portfolio matrices

The marketing information system

Market segmentation

Strategic positioning

The Internet, postmodern marketing and globalisation


Chapter questions


3 Stakeholder concerns and solutions


Stakeholder theory

Developing competitive marketing strategies


Chapter questions


4 A sustainable Earth matters


Understanding environmental marketing

Implications for organisations

Green consumer behaviour

Green marketing strategies


Chapter questions


5 Communicating effectively


Corporate image and corporate identity

Defining the IMC concept

Organisational challenges to implementing the IMC concept

Implementing the IMC concept

IMC in an online environment



Chapter questions


6 Implementation is the key


Planned versus emergent implementation

The main factors influencing strategy implementation

The impact of technology on marketing implementation

Customer relationships


Chapter questions


7 Understanding and creating effective marketing cultures


The visible and invisible parts of an organisation

The transition from focusing on products to a customer orientation

The learning organisation

Keeping the benefits of a learning orientation


Chapter questions


8 Globalising marketing efforts


The main factors influencing international marketing operations

Offshoring and globalisation of suppliers

International marketing orientations

Standardisation versus adaptation

Selecting which foreign markets to target

Marketing entry strategies

Managing international operations


Chapter questions


9 Measuring for effectiveness in marketing


Measuring marketing performance

The role of financial analysis

Profit ratios

Liquidity ratios

Leverage ratios

Activity ratios

Marketing metrics

Understanding measurement within the global context

Measuring environmental effectiveness

Developing individual measures


Chapter questions


10 New perspectives in marketing and the way forward


Moving away form the 4 Ps

Consumer behaviour

Value cocreation

The dynamic environment

Digital marketing

Social marketing

Rural marketing

Towards a strategic marketing model

Summary and final observations

Chapter questions



References and further reading




Back Cover

A new direction for marketing strategies!

Challenging traditional marketing concepts like the 4 Ps, Marketing Strategies examines the key factors affecting marketing in today's competitive business environment: sustainability, ethics, market orientation, the impact of technology and globalisation.

In this fully revised and updated second edition, Ashok Ranchhod and Calin Gurau provide excellent analysis for those who wish to explore new ways of looking at the marketing process in order to gain an edge over the competition.

Follow the signs to success!

Newly added topics in this edition include:

  • Corporate Social Responsibility, climate change and responsible customer behaviour
  • How Globalisation is impacting upon consumers and organisations
  • The marketing audit and marketing performance measures (including the Triple Bottom Line)
  • Social and Digital Marketing

Brand new case studies analysing internationally recognised companies (including Apple, Dyson, Marks & Spencer, Guinness and the Wal-Mart chain) provide real-world insights from a range of contemporary business perspectives.

Let Marketing Strategies show you the way

'Offers all I am interested in and what is important in today's marketing practice in one comprehensive textbook.'

Frans Plat, University of Maastricht

'This book continues to challenge existing theories of marketing, reaching into wider social areas such as globalisation and sustainability.  It will continue to inspire and inform a new generation of students.'

Professor Helen Thomas, Research Director, London College of Fashion, University of the Arts, London

Ashok Ranchhod is Faculty Professor in Marketing at Southampton Business School.

Calin Gurau is Professor in Marketing at GSCM-Montpellier Business School, France.

Additional student support at

Instructor Resources