New Marketing Strategies: Evolving Flexible Processes To Fit Market Circumstance / Edition 1

by Ian Chaston

Overview

Current approaches to marketing strategy are divided between the classic strategic marketing traditions and newer approaches such as relationship marketing.

New Marketing Strategies offers students a clear overview of the different theories and approaches whilst at the same time providing them with a flexible approach to developing marketing strategy. Different concepts such as transactional relationships and entrepreneurial marketing are shown to be useful in different settings. The author explores these fully, whilst showing how they may be effectively combined to create useful, mixed strategic models. This is an essential text for advanced students of strategic marketing.

On-line support materials can

Product Details

ISBN-13:	9780761962021
Publisher:	SAGE Publications
Publication date:	09/13/1999
Edition description:	New Edition
Pages:	208
Product dimensions:	6.22(w) x 9.38(h) x 0.56(d)

About the Author

Ian Chaston is a Professor at the University of Auckland Business School in New Zealand. His primary role is assisting the further development of the School’s Centre for Innovation and Entrepreneurship. He is also a Visiting Professor at RMIT in Vietnam. Ian is the founder of Netboard (www.netboard.biz) which offers free online training in IT and interpersonal skills to assist students and young job seekers enhance their employability skills. Research interests include entrepreneurship, online marketing and small business management.

Table of Contents

Marketing - An Evolving Philosophy
International Competences
The External Environment
Strategy and Positioning
Selecting Strategies and Constructing Plans
Buyer Behaviour
Business-to-Business and Institutional Marketing
Service Marketing
New Product and Innovation Management
Flexi-Promotion
Flexi-Pricing and Distribution
From International to Borderless World Marketing