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Marketing strategies : a contemporary approach / Ashok Ranchhod.

By: Contributor(s): Material type: TextTextSeries: 2nd editionPublication details: Harlow, England: Prentice Hall, 2007.Edition: 2nd edDescription: 440 p. ; 25 cmISBN:
  • 0273706748
  • 9780273706748
Subject(s): DDC classification:
  • 380
Online resources: Summary: 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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Holdings
Item type Current library Call number Copy number Status Barcode
Books KISAJU MAIN CAMPUS - Open Collection HF 5415.13 .R36 2007 (Browse shelf(Opens below)) 2 Available 2009-8678
Books The MUA Library South C campus - Open Collection HF 5415.13 .R36 2007 (Browse shelf(Opens below)) 1 Available 2009-8677
Books The MUA Library South C campus - Open Collection HF 5415.13 .R36 2007 (Browse shelf(Opens below)) 3 Available 2009-8679
Books The MUA Library South C campus - Open Collection HF 5415.13 .R36 2007 (Browse shelf(Opens below)) 4 Available 2009-8680

Paperback.

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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