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Macmillan Higher Education Palgrave Higher Education

Contemporary Strategic Marketing

Edition 2nd Edition
ISBN 9780230507203
Publication Date November 2007
Formats Paperback Ebook 
Publisher Palgrave

An extremely fluent and effective text designed to be a complete resource for single semester modules, this new edition has a unique combination of text, case studies. The emphasis is on practicality and the text encourages the student to engage with the debate itself and not just the theory.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -

ROSS BRENNAN is Reader in Marketing at Middlesex University Business School, UK.

PAUL BAINES is Senior Lecturer in Marketing at Cranfield University, School of Management, UK.

PAUL GARNEAU is Senior Lecturer in Marketing at Middlesex University Business School, UK.

LYNN VOS is Senior Lecturer in Marketing at Middlesex University Business School, UK.

PART ONE: TEXT Introduction
Understanding Consumer Behaviour
Understanding Organisational Buying Behaviour
The Competitive Environment
The Macro-Environment
Strategic Marketing Analysis
Marketing Strategy Formulation
Relationship Marketing Strategies
e-Marketing Strategies
Marketing Strategy for Services 
International Marketing Strategy
Analysing Strategic Marketing Case Studies
PART TWO: CASE STUDIES British Telecommunications Plc (2001): Strategic Challenges
BT Plc: Brave New World
Competition in the UK Ice Cream Market
London Olympics 2012: The Race for Sponsorship
Abbey: Mortgage Marketing in the UK
GlaxoSmithKline in South Africa
UPS: 100 Years of Turning Brown into Gold
News Corporation in the British Newspaper Market
A Tale of Two Wine Brands
BriCol Engineering Ltd
Crisis in the European Airline Industry
Golden Arch Hotels
Marketing Australia to the World
Trouble with the CPC100
Coca-Cola: Challenges to Global Growth
PART THREE: READINGS Extract from Turnbull, P, Ford, D and Cunningham, M (1996), 'Interaction, Relationships and Networks in Business Markets: An Evolving Perspective', Journal of Business and Industrial Marketing, 11(3/4), 44-62
Extracts from Sheth, J and Sisodia, R (1999), 'Revisiting Marketing's Lawlike Generalizations', Journal of the Academy of Marketing Science, 27(1), 71-87
Extract from Grönroos, C (1995), 'Relationship Marketing: The Strategy Continuum', Journal of the Academy of Marketing Science, 23(4), 252-254
Extract from Witkowski, T H (2005), 'Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide', Journal of Public Policy & Marketing, 24(1), 7-23
Extract from Doyle, P (2000), Value-Based Marketing, Chichester: Wiley.


A clear and well-written book that is actually fun to read . The authors clearly know how to write and what triggers students' interest – that makes it a real gem.' – Haydn Blackey, Associate Director, Business School, University of Glamorgan, UK
'I recommend this book without reservation for strategic marketing courses at levels 2 and 3 . The chapters are well laid out with a pedagogical approach. Key concepts are clearly set out and well illustrated by examples – at just the right level.' – Charles Dennis, School of Business and Management, Brunel University, UK
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