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New Marketing Strategies

New Marketing Strategies
Evolving Flexible Processes To Fit Market Circumstance

Other Titles in:
Marketing Strategy & Theory

208 pages | SAGE Publications Ltd
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.

Go to the Teaching Material link below to view a complete set of Powerpoint overheads covering key teaching points for each chapter. Instant Student Support Facility is also included in these pages.

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-Pricing and Distribution
From International to Borderless World Marketing

`From the student's point of view, the [New Marketing Strategies] provides a rich source of summarised constructs together with the source reference for further reading and research' - Interactive Marketing

`a useful text for those engaged in marketing eductation' -Interactive Marketing

Ian Chaston

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 ( 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.  More About Author

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