| Marketing Strategies: New Approaches, New Techniques Contributor(s): McDonald, Malcolm (Editor) |
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ISBN: 0080425720 ISBN-13: 9780080425726 Publisher: Pergamon OUR PRICE: $118.74 Product Type: Hardcover Published: August 1995 Annotation: Marketing is continually having to adopt new approaches and techniques to respond to a changing business environment that is characterised by increasing consumer sophistication, deregulation, time-based competition, and lack of market growth. Such adaptive techniques have led to marked change in marketing practices over the years. This selection of papers from Long Range Planning - The International Journal of Strategic Management reflects the key contemporary issues and developments in marketing strategy that face organisations as they approach the next century. What emerges is an holistic view of the full range of changes that are taking place in marketing that both demonstrates the current state of marketing technique and provides a glimpse of where marketing is heading in the future. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General - Business & Economics | Advertising & Promotion - Social Science |
| Dewey: 658.802 |
| LCCN: 95010790 |
| Series: Best of Long Range Planning |
| Physical Information: 0.75" H x 6.14" W x 9.21" (1.34 lbs) 308 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Marketing is continually having to adopt new approaches and techniques to respond to a changing business environment that is characterised by increasing consumer sophistication, deregulation, time-based competition, and lack of market growth. Such adaptive techniques have led to marked change in marketing practices over the years. This selection of papers from Long Range Planning - The International Journal of Strategic Management reflects the key contemporary issues and developments in marketing strategy that face organisations as they approach the next century. What emerges is a holistic view of the full range of changes that are taking place in marketing that both demonstrates the current state of marketing technique and provides a glimpse of where marketing is heading in the future. |