Marketing Strategies A... | Buy

Taking a modern European perspective, Marketing Strategiesexamines 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 Strategiesis 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.

Author Biography

Calin Gurau is Professor of Marketing at GSCM-Montpellier Business School.

From structure to chaos?
Understanding marketing strategy
Introduction
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
Summary
Chapter questions
Opening up analysis and positioning
Introduction
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
Summary
Chapter questions
Stakeholder concerns and solutions
Introduction
Stakeholder theory
Developing competitive marketing strategies
Summary
Chapter questions
A sustainable Earth matters
Introduction
Understanding environmental marketing
Implications for organisations
Green consumer behaviour
Green marketing strategies
Summary
Chapter questions
Communicating effectively
Introduction
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
Brands
Summary
Chapter questions
Implementation is the key
Introduction
Planned versus emergent implementation
The main factors influencing strategy implementation
The impact of technology on marketing implementation
Customer relationships
Summary
Chapter questions
Understanding and creating effective marketing cultures
Introduction
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
Summary
Chapter questions
Globalising marketing efforts
Introduction
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
Summary
Chapter questions
Measuring for effectiveness in marketing
Introduction
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
Summary
Chapter questions
New perspectives in marketing and the way forward
Introduction
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
Index
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

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