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New Marketing Strategies: Envolving flexible processes to fit market circumstance

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Both marketers and academics are today realizing the need to adopt more relevant and newer marketing approaches to serve the requirements of organizations seeking to survive in an increasingly recognized that marketing practices need to be based upon both responding appropriately to market circumstance and on exploiting those internal competences which form the basis of an organization's competitive advantage.

Providing a comprehensive overview of the diverse marketing strategies and theories that are currently in vogue, Ian Chaston shows how the various approaches fit together and how they can be applied in different ways to suit changing conditions. Arising from the need to develop a more flexible approach to marketing strategy, this book demonstrates how differences in markets and corporate styles-when linked to the alternatives of transactional, relationship, enterpreneurial, or network-based orientations-can influence the marketing process. Different strategies can be combined to create new and useful strategic models. Further, argues the author, by linking external and internal market factors, organizations can evolve or select different survival strategies in the face of increasing competition.

New Marketing Strategies is indispensable reading for marketing managers to assist them to devise flexible strategies in order to respond to new market forces. It will also serve as an essential text for advanced student of marketing management.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 CHA n

Penerbit

New Delhi : Response Books., 2000

Deskripsi Fisik

vi, 197 hlm. eng.; 24 cm

Bahasa

English

ISBN/ISSN

81-7036-883-9

Klasifikasi

658.81

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Pemasaran

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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