Marketing Strategies: New Approaches, New Techniques Vol: 1
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.