This book offers a new direction for marketing strategies!
Challenging traditional marketing concepts like the 4 Ps, "Marketing Strategies" examines the key factors affecting marketing in today's competitive business environment: sustainability, ethics, market orientation, the impact of technology and globalisation.
In this fully revised and updated second edition, Ashok Ranchhod and Clin Guru present the essential topics in a concise and readable style, creating a philosophical yet practical text, relevant to students at all levels."Marketing Strategies" also provides excellent analysis and discussion for practitioners who wish to explore new ways of looking at the marketing process with a view to gaining an edge over the competition.
Follow the signs to success! Newly added topics in this edition include: Corporate Social Responsibility, climate change and responsible customer behaviour; Integrated Marketing Communications and branding as elements of company strategy; Corporate Culture, a questionnaire that can be used to gauge organizational culture; How Globalisation is impacting upon consumers and organizations?
The marketing audit and marketing performance measures (including the Triple Bottom Line); Social and Digital Marketing; and, Value Co-Creation.Brand new case studies centring on internationally recognised companies (including Apple, Dyson, Marks & Spencer, Guinness and the Wal-Mart chain) provide real world insights from a range of contemporary business perspectives.
Let "Marketing Strategies" show you the way! "An excellent book for any marketing student or practitioner needing to be prepared for the future.
Professors Ranchhod and Gurau have taken the 21st Century 'bite-sized chunks' approach and produced a valuable resource for the student of marketing whether they are new to the field or seasoned professionals." - Charles Jennings, Global Head of Learning, Reuters Group."Ashok and Calin navigate through environmental analysis, marketing ethics, market segmentation and strategic positioning through discussing underpinning resource that support value creation yet, never losing sight of the need for sustainability, which is all too often a missing component within marketing many strategies.
This book is essential reading for those wishing to better understand the challenges and opportunities facing those competing for success and growth in the 21st Century."Professor Zahir Irani, Head of Brunel Business School, UK."This book provides very important insights into the challenges facing marketers today.
It has well developed sections on sustainability issues and new perspectives in marketing.
It is a must for marketers looking beyond standard textbooks." - Professor Naval Bhargava, Dean of International Relations, Senior Professor in Marketing, Mudra Institute of Communications Ahmedabad (MICA), India."Professors Ranchhod and Gurau not only explain the key concepts and tools for effective marketing in today's changing business environment, but also put forward what's next in the marketing world.
This is a well written text by authors with vision and insight." - Birgi Martin, Ph.D. (Research Development Director, USA), & Sharon Albert, Ph.D. (SVP, Marketing and Product Development), Lightspeed Research (WPP Group). "This book continues to challenge existing theories of marketing, reaching into wider social areas such as globalisation and sustainability.
It will continue to inspire and inform a new generation of students." - Professor Helen Thomas Research Director London College of Fashion, University of the Arts, London.
Ashok Ranchhod is Faculty Professor in Marketing at Southampton Business School.
Clin Guru is Professor in Marketing at GSCM - Montpellier Business School, France.
