Contemporary strategic marketing
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Houndmills, Basingstoke, Hampshire ; New York :
Palgrave Macmillan ,
c2008
|
| Edition: | 2nd ed |
| Subjects: | |
| Online Access: | Table of contents only |
Table of Contents:
- 1. What is strategic marketing?
- 2. Understanding consumer behaviour
- 3. Organisational buying behaviour
- 4. Understanding the competitive environment
- 5. Understanding the macroenvironment
- 6. Strategic marketing analysis
- 7. Marketing strategy formulation
- 8. Relationship marketing strategies
- 9. E-marketing strategies
- 10. Marketing strategy for services
- 11. International marketing strategy
- 12. Analysing strategic marketing case studies