Contemporary strategic marketing

Author: Ross Brennan
Publisher:
Publish Date: 2003-10-01
Features: Strategic marketing is not only an academic field of study but also a business practice. This book aims to provide a comprehensive set of information for strategic marketing courses. The book is composed of three complementary parts: the main text, case studies, and reading materials. While retaining most of the "traditional" content of strategic marketing courses, this book consistently incorporates new perspectives on strategic marketing research and practice in each part. It not only includes traditional materials such as marketing environment analysis, strategic marketing analysis, and the development of alternative marketing strategies but also covers recent developments in relationship marketing strategies, internet marketing strategies, and mass consumer service strategies.