New marketing strategies : evolving flexible processes to fit market circumstances

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.

The various trends in marketing strategies have unfortunately been accompanied by a somewhat divided attitude amongst academics, some favouring classic strategic marketing, others proposing that relationship marketing is the better way, while still others suggesting small firms marketing as offering more. As a result both students and practitioners have encountered difficulties in comprehending how, if at all, the different theories fit together.

New Marketing Strategies has arisen from the need to develop a more flexible approach to developing marketing strategies, by attempting to show how different concepts, such as transactional, relationship and entrepreuneurial marketing are individually appropriate in certain circumstances, and in other instances can be combined to create useful, mixed strategic models.

This book offers a new approach to the traditional texts in marketing, taking into account new theories of relationship marketing, networks and entrepreneurship

Ian Chaston is Reader and Director of Research, at Plymouth Business School

"New Marketing Strategies explores the diversity of marketing strategies that are taught to students and to practitioners undertaking training in marketing. The book provides a clear, comprehensive picture of how the various theories fit together, and of how managers can apply them in different ways to suit changing conditions."--Jacket Offering an overview of current and classic theories and approaches in marketing, this book demonstrates that different concepts are individually appropriate in specific circumstances