Marketing Strategies A Contemporary Approach 2nd Edition by Ashok Ranchhod, Calin Gurau ISBN 0273706748 9780273706748

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Product details:

ISBN 10: 0273706748

ISBN 13: 9780273706748 

Author: Ashok Ranchhod, Calin Gurau 

Challenging traditional marketing concepts like the 4 Ps, Marketing Strategies examines the key factors affecting marketing in today’s competitive business environment: sustainability, ethics, market orientation, the impact of technology and globalisation.

Table of contents:

1 From structure to chaos? Understanding marketing strategy

2 Opening up analysis and positioning

3 Stakeholder concerns and solutions

4 A sustainable Earth matters

5 Communicating effectively

6 Implementation is the key

7 Understanding and creating effective marketing cultures

8 Globalising marketing efforts

9 Measuring for effectiveness in marketing

10 New perspectives in marketing and the way forward

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Tags: Ashok Ranchhod, Calin Gurau, Marketing, Strategies, Contemporary, Approach