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From structure to chaos? | |
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Understanding marketing strategy | |
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Introduction | |
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Technological advances | |
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The marketing concept | |
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Marketing as a business process | |
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The role of market orientation | |
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Strategic planning to deliver the marketing concept | |
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Environmental factors | |
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Creating a sense of identity | |
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Time as an issue in planning | |
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Ethics as a marketing issue | |
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Towards a new strategic marketing planning model | |
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Summary | |
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Chapter questions | |
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Opening up analysis and positioning | |
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Introduction | |
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Internal analysis | |
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External analysis | |
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Key issues to consider when using portfolio matrices | |
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The marketing information system | |
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Market segmentation | |
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Strategic positioning | |
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The Internet, postmodern marketing and globalisation | |
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Summary | |
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Chapter questions | |
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Stakeholder concerns and solutions | |
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Introduction | |
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Stakeholder theory | |
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Developing competitive marketing strategies | |
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Summary | |
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Chapter questions | |
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A sustainable Earth matters | |
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Introduction | |
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Understanding environmental marketing | |
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Implications for organisations | |
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Green consumer behaviour | |
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Green marketing strategies | |
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Summary | |
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Chapter questions | |
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Communicating effectively | |
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Introduction | |
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Corporate image and corporate identity | |
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Defining the IMC concept | |
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Organisational challenges to implementing the IMC concept | |
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Implementing the IMC concept | |
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IMC in an online environment | |
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Brands | |
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Summary | |
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Chapter questions | |
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Implementation is the key | |
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Introduction | |
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Planned versus emergent implementation | |
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The main factors influencing strategy implementation | |
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The impact of technology on marketing implementation | |
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Customer relationships | |
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Summary | |
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Chapter questions | |
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Understanding and creating effective marketing cultures | |
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Introduction | |
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The visible and invisible parts of an organisation | |
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The transition from focusing on products to a customer orientation | |
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The learning organisation | |
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Keeping the benefits of a learning orientation | |
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Summary | |
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Chapter questions | |
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Globalising marketing efforts | |
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Introduction | |
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The main factors influencing international marketing operations | |
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Offshoring and globalisation of suppliers | |
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International marketing orientations | |
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Standardisation versus adaptation | |
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Selecting which foreign markets to target | |
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Marketing entry strategies | |
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Managing international operations | |
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Summary | |
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Chapter questions | |
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Measuring for effectiveness in marketing | |
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Introduction | |
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Measuring marketing performance | |
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The role of financial analysis | |
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Profit ratios Liquidity ratios | |
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Leverage ratios | |
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Activity ratios | |
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Marketing metrics | |
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Understanding measurement within the global context | |
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Measuring environmental effectiveness | |
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Developing individual measures | |
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Summary | |
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Chapter questions | |
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New perspectives in marketing and the way forward | |
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Introduction | |
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Moving away form the 4 Ps | |
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Consumer behaviour | |
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Value cocreation | |
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The dynamic environment | |
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Digital marketing | |
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Social marketing Rural marketing | |
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Towards a strategic marketing model | |
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Summary and final observations | |
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Chapter questions | |
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References and further reading | |
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Index | |