Ian Chaston

New Marketing Strategies: Evolving Flexible Processes to Fit Market Circumstance Ian Chaston 1.º edición

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.