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Taking a modern European perspective, Marketing Strategies examines marketing from different angles an order to create a broader understanding of the discipline. A radical and dynamic approach to the subject is taken, in that there is no discussion of the traditional 4 'P's, as strategies are company-specific. Instead the author integrates five of the main contemporary factors that affect marketing in the 21st century: Globalisation, the Impact of Technology, Ethics, Market Orientation and Sustainability. Marketing Strategies is suitable for upper level courses in BA marketing modules such as marketing strategy, marketing management, as well as students studying for an MBA and a Business Studies course.

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Book Details

ISBN: 9780273706748
ISBN-10: 0273706748
Format: Paperback
(246mm x 191mm x 25mm)
Pages: 440
Imprint: Financial Times Prentice Hall
Publisher: Pearson Education Limited
Publish Date: 24-May-2007
Country of Publication: United Kingdom

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