Marketing Strategies: A Twenty-first Century Approach

A strong case based approach to understanding marketing strategy co-written by a senior CIM examiner.

"This is an innovative textbook that adds an exciting dimension to the teaching of marketing strategy by highlighting the effects of technology and globalisation on marketing practices." Len Tiu Wright, Department of Marketing, De Montford University

Finally! A book that takes a European perspective. Marketing Strategies: A Twenty-first Century Approach examines marketing from different angles in order to create a broader understanding of the discipline. Blending theory and practice, Ashok Ranchhod takes a radical approach. There is little discussion of the 4 P¿s because strategies are often company specific. Rather, the author brings together five of the main contemporary factors affecting marketing in the twenty-first century: sustainability, ethics, market orientation, the impact of technology and globalisation.

"Marketing beyond the consumer! Recognition of stakeholders and the wider responsibilities of companies - an invaluable guide to marketing theory and techniques for the twenty-first century." Paul Reilly, Commercial Director, Philips, Central Europe

Geared toward undergraduate and postgraduate students, as well as practitioners, Marketing Strategies: A Twenty-first Century Approach offers both a philosophical and a practical approach to marketing and includes the following key features:

• Discussion of the changing nature of marketing and the impact of technology
• Analysis of the fragmentation of markets and new strategies for working within this new marketplace
• Insights into the stakeholder perspective
• Comprehensive look at how analysis and segmentation is practiced and some of the associated pitfalls
• The arguments for sustainability and ethics are developed and practical ways of implementing these types of marketing strategies are explained
• Numerous examples of different strategies
• A range of cases that illustrate the arguments posed
• Global examples
• Emphasis of the holistic nature of marketing
• Highlights the need to understand cultural dynamics when implementing marketing strategies
• Consideration of how branding relationships are changing

"A refreshing and critical review of marketing that challenges existing orthodoxies. By addressing the critical themes of sustainability, ethics, technology and globalisation, new perspectives of marketing are developed. The use of international cases and blend of theory and practice makes this book timely and essential for academics and practitioners." Professor Margaret Bruce, Manchester Business School

A comprehensive package of supplements is available to assist students and instructors in using this book. To access Teaching Tips, Cases, PowerPoint Presentations and Links to Other Sites visit www.booksites.net/ranchhod

Ashok Ranchhod is Faculty Professor in Marketing at Southampton Business School.

"Ashok Ranchhod addresses the ever increasing complexity of marketing and delivers a superb text that considers the key factors which should be considered when developing a marketing strategy and provides a wealth of practical as well as theoretical advice." Peter Woolston, Head of Group Marketing, Centrica PLC