Marketing Strategies: New Approaches, New Techniques

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 a 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.

• | Author: Malcolm McDonald
• | Publisher: Pergamon
• | Publication Date: Aug 25, 1995
• | Number of Pages: 308 pages
• | Binding: Hardback or Cased Book
• | ISBN-10: 0080425720
• | ISBN-13: 9780080425726