Contemporary Strategic Marketing

ROSS BRENNAN is Reader in Marketing at Middlesex University Business School, UK. PAUL BAINES is Senior Lecturer in Marketing at Cranfield University, School of Management, UK. PAUL GARNEAU is Senior Lecturer in Marketing at Middlesex University Business School, UK. LYNN VOS is Senior Lecturer in Marketing at Middlesex University Business School, UK.

Preface.- Acknowledgements.- PART ONE: TEXT Introduction.- Understanding Consumer Behaviour.- Understanding Organisational Buying Behaviour.- The Competitive Environment.- The Macro-Environment.- Strategic Marketing Analysis.- Marketing Strategy Formulation.- Relationship Marketing Strategies.- e-Marketing Strategies.- Marketing Strategy for Services .- International Marketing Strategy.- Analysing Strategic Marketing Case Studies.- PART TWO: CASE STUDIES British Telecommunications Plc (2001): Strategic Challenges.- BT Plc: Brave New World.- Competition in the UK Ice Cream Market.- London Olympics 2012: The Race for Sponsorship.- Abbey: Mortgage Marketing in the UK.- GlaxoSmithKline in South Africa.- UPS: 100 Years of Turning Brown into Gold.- News Corporation in the British Newspaper Market.- A Tale of Two Wine Brands.- BriCol Engineering Ltd.- Crisis in the European Airline Industry.- Golden Arch Hotels.- Marketing Australia to the World.- Trouble with the CPC100.- Coca-Cola: Challenges to Global Growth.- PART THREE: READINGS Extract from Turnbull, P, Ford, D and Cunningham, M (1996), 'Interaction, Relationships and Networks in Business Markets: An Evolving Perspective', Journal of Business and Industrial Marketing, 11(3/4), 44-62.- Extracts from Sheth, J and Sisodia, R (1999), 'Revisiting Marketing's Lawlike Generalizations', Journal of the Academy of Marketing Science, 27(1), 71-87.- Extract from Groenroos, C (1995), 'Relationship Marketing: The Strategy Continuum', Journal of the Academy of Marketing Science, 23(4), 252-254.- Extract from Witkowski, T H (2005), 'Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide', Journal of Public Policy & Marketing, 24(1), 7-23.- Extract from Doyle, P (2000), Value-Based Marketing, Chichester: Wiley.