Marketing Strategies: A Twenty-first Century Approach addresses the changing nature of marketing. Now that we are in the twenty-first century many of the tenets of marketing that have served businesses so well until now need revisiting and updating. this book does not follow a linear format. Each chapter considers some of the major issues that impact on marketing strategy development, and they can therefore be read in any order. The book also attempts to close the gap that exists in the understanding of cultural issues by offering case studies drawn from various parts of the world.

ncludes bibliographical references and index.

Preface and acknowledgements --
Marketing strategy and concepts --
Analysis and segmentation --
Stakeholders and marketing --
Sustainability and strategy --
Building brand relationships --
Implementing marketing strategies --
Organising for marketing --
The learning organisation --
Measuring marketing performance --
New perspectives in developing marketing strategies.