Current approaches to marketing strategy are divided between the classic strategic marketing traditions and newer approaches such as relationship marketing.
New Marketing Strategies offers students a clear overview of the different theories and approaches whilst at the same time providing them with a flexible approach to developing marketing strategy. Different concepts such as transactional relationships and entrepreneurial marketing are shown to be useful in different settings. The author explores these fully, whilst showing how they may be effectively combined to create useful, mixed strategic models. This is an essential text for advanced students of strategic marketing.
Go to the Teaching Material link below to view a complete set of Powerpoint overheads covering key teaching points for each chapter. Instant Student Support Facility is also included in these pages.
Marketing - An Evolving Philosophy
The External Environment
Strategy and Positioning
Selecting Strategies and Constructing Plans
Business-to-Business and Institutional Marketing
New Product and Innovation Management
Flexi-Pricing and Distribution
From International to Borderless World Marketing
'From the student's point of view, the provides a rich source of summarised constructs together with the source reference for further reading and research' - Interactive Marketing
'a useful text for those engaged in marketing eductation' -Interactive Marketing
Ian Chaston is Managing Director and founder of Moustraining Ltd, a spin off company from the University of Plymouth responsible for delivering the institution's e-based distance learning program. Ian was previously Professor in Marketing and Entrepreneurship at the Plymouth Business School. Ian is also a Research Professor in Entrepreneurship at CENTRUM Catolica Business School in Lima, Peru.