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 Grönroos, 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.