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Marketing Strategies: New Approaches, New Techniques Vol: 1


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Product Details
Format:
Hardback
ISBN:
9780080425726
Published:
25 Aug 1995
Publisher:
Emerald Group Publishing Limited
Dimensions:
308 pages - 156 x 234 x 19mm
Series:
Best of Long Range Planning Series - First Series

Categories:

Marketing is continually having to adopt new approaches and techniques to respond to a changing business environment that is characterised by increasing consumer sophistication, deregulation, time-based competition, and lack of market growth. Such adaptive techniques have led to marked change in marketing practices over the years. This selection of papers from "Long Range Planning - The International Journal of Strategic Management" reflects the key contemporary issues and developments in marketing strategy that face organisations as they approach the next century. What emerges is a holistic view of the full range of changes that are taking place in marketing that both demonstrates the current state of marketing technique and provides a glimpse of where marketing is heading in the future.
Chapter headings: Introduction (Malcolm McDonald). Part 1- Regenerating the Business. Part 2 - The Role of Product/Service Quality in Commercial Success. Part 3 - Identifying Market Needs. Part 4 - Relationship Marketing. Part 5 - Changes in Channel Structure and Power Shifts. Part 6 - Marketing Strategies for Service Businesses. Part 7 - Time-Based Competition and Systems Thinking.

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