Buch, Englisch, 308 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 628 g
Buch, Englisch, 308 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 628 g
Reihe: Best of Long Range Planning - Second Series
ISBN: 978-0-08-042572-6
Verlag: Pergamon Press
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.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
- Wirtschaftswissenschaften Betriebswirtschaft Management
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
- Wirtschaftswissenschaften Wirtschaftswissenschaften Literatur für Manager
Weitere Infos & Material
Chapter headings: Introduction (Malcolm McDonald). Part 1- Regenerating the Business. Part 2 - The Role of Product/Service Quality in Commercial Success. Part 3 - Identifying Market Needs. Part 4 - Relationship Marketing. Part 5 - Changes in Channel Structure and Power Shifts. Part 6 - Marketing Strategies for Service Businesses. Part 7 - Time-Based Competition and Systems Thinking.
