New Marketing Strategies
Evolving Flexible Processes to Fit Market Circumstance
By (author) Ian Chaston
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New Marketing Strategies by Ian Chaston
Book DescriptionCurrent 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.
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Book DetailsISBN: 9780761962021
(234mm x 156mm x 14mm)
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 28-Jul-1999
Country of Publication: United Kingdom
Books By Author Ian Chaston
Entrepreneurial Marketing, Paperback (November 2015)
Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this book applies entrepreneurial marketing to all sizes of organisation, from large firms to SMEs. The 1st edition was one of the first books to tackle entrepreneurial marketing; now, the new edition will take a fresh look at the subject.
Internet Marketing and Big Data Exploitation, Hardback (February 2015)
Understanding new strategic approaches is provided by examining how the online world is being exploited by organisations in sectors of a modern economy such retailing, healthcare and the public sector in terms of creating new forms of competitive advantage as a consequence of the advent of mobile technology and online social networks.
Small Business Marketing, Paperback (September 2013)
Small Business Marketing demonstrates how small firm performance is impacted by effective marketing. Using published research and 'real world' case studies, it provides realistic management models and theories concerning the realities of small business marketing to show how marketing can be used to enhance profits for small businesses.
Entrepreneurship and Innovation During Austerity, Hardback (July 2013)» View all books by Ian Chaston
Uses research and real world case materials to examine how market performance can be sustained, even during a period of austerity, by the implementation of innovation-based growth opportunities and the exploitation of technology.
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Author Biography - Ian Chaston
Ian Chaston is Managing Director and founder of Moustraining Ltd, a spin off company from the University of Plymouth responsible for delivering the institution's e-based distance learning program. Ian was previously Professor in Marketing and Entrepreneurship at the Plymouth Business School. Ian is also a Research Professor in Entrepreneurship at CENTRUM Catolica Business School in Lima, Peru.
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