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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs.

Strathprints serves world leading Open Access research by the University of Strathclyde, including research by the Strathclyde Institute of Pharmacy and Biomedical Sciences (SIPBS), where research centres such as the Industrial Biotechnology Innovation Centre (IBioIC), the Cancer Research UK Formulation Unit, SeaBioTech and the Centre for Biophotonics are based.

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Marketing changes

Hart, S. (2003) Marketing changes. ITBP. ISBN 1861526733

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Abstract

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.