Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- Acknowledgements -- 1 Introduction: Where are we Now? -- 2 Decoding the Market Logic -- 3 Sport: Winners, Losers, and the Logic of Competition -- 4 Corporate Social Responsibility: Corporate Utopias,...

In these times of constantly shrinking budgets and increased competition, a market-driven strategy allows a company to truly understand its market and the customers that are the basis for this market. This effort allows for a more effective integration of all activities that may impact customer...

What are some of the key issues you should know about when considering your marketing strategy?. Use this Briefing to read up on global giants such as DuPont, and learn about the importance of integrating key functions in pursuit of success

. Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept...

This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers. Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with...

"How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This book answers this crucial question using fresh philosophical tools developed by New Realism. It indicates the opportunities missed by marketing due to the pervasive postmodernist...