Marketing Changes is a core text for students at undergraduate level and on specialised Marketing Masters degrees taking a Marketing Strategy course or another ‘capstone’ or ‘honours’ course in the subject. It brings the student up-to-date with current marketing thought and practice without imposing the standard and rather tired theory used in most US texts or using the inaccessible and overly critical approach adopted by alternative, specialised monographs.
The first section puts current marketing thought into context and examines the most dramatic recent changes to the business and Marketing environment. Section II deals with changing approaches to marketing’s role in organisations, in particular the various schools of thought which challenge the 4 Ps so beloved of standard marketing texts - relationship marketing, networks and post-modern marketing thought. The final section deals with operational changes in marketing research, communications strategies, new product development, e-marketing and performance measurement.
- ISBN13 9781861526731
- Publish Date 24 April 2003
- Publish Status Active
- Out of Print 12 March 2021
- Publish Country GB
- Imprint Cengage Learning EMEA
- Edition New edition
- Format Paperback
- Pages 416
- Language English