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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.
1 From structure to chaos? Understanding marketing strategy
The marketing concept
Marketing as a business process
The role of market orientation
Strategic planning to deliver the marketing concept
Creating a sense of identity
Time as an issue in planning
Ethics as a marketing issue
Towards a new strategic marketing planning model
2 Opening up analysis and positioning
Key issues to consider when using portfolio matrices
The marketing information system
The Internet, postmodern marketing and globalisation
3 Stakeholder concerns and solutions
Developing competitive marketing strategies
4 A sustainable Earth matters
Understanding environmental marketing
Implications for organisations
Green consumer behaviour
Green marketing strategies
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
6 Implementation is the key
Planned versus emergent implementation
The main factors influencing strategy implementation
The impact of technology on marketing implementation
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
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
9 Measuring for effectiveness in marketing
Measuring marketing performance
The role of financial analysis
Understanding measurement within the global context
Measuring environmental effectiveness
Developing individual measures
10 New perspectives in marketing and the way forward
Moving away form the 4 Ps
The dynamic environment
Towards a strategic marketing model
Summary and final observations
References and further reading
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:
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 www.pearsoned.co.uk/ranchhod