Preface * Acknowledgements * PART ONE: TEXT * Introduction * Understanding Consumer Behaviour * Understanding Organisational Buying Behaviour * The Competitive Environment * The Macro-Environment * Strategic Marketing Analysis * Marketing Strategy Formulation * Relationship Marketing Strategies * e-Marketing Strategies * Marketing Strategy for Services * International Marketing Strategy * Analysing Strategic Marketing Case Studies * PART TWO: CASE STUDIES * British Telecommunications Plc (2001): Strategic Challenges * BT Plc: Brave New World * Competition in the UK Ice Cream Market * London Olympics 2012: The Race for Sponsorship * Abbey: Mortgage Marketing in the UK * GlaxoSmithKline in South Africa * UPS: 100 Years of Turning Brown into Gold * News Corporation in the British Newspaper Market * A Tale of Two Wine Brands * BriCol Engineering Ltd * Crisis in the European Airline Industry * Golden Arch Hotels * Marketing Australia to the World * Trouble with the CPC100 * Coca-Cola: Challenges to Global Growth * PART THREE: READINGS * Extract from Turnbull, P, Ford, D and Cunningham, M (1996), 'Interaction, Relationships and Networks in Business Markets: An Evolving Perspective', Journal of Business and Industrial Marketing, 11(3/4), 44-62 * Extracts from Sheth, J and Sisodia, R (1999), 'Revisiting Marketing's Lawlike Generalizations', Journal of the Academy of Marketing Science, 27(1), 71-87 * Gronroos, C (1995), 'Relationship Marketing: The Strategy Continuum', Journal of the Academy of Marketing Science, 23(4), 252-254 * Witkowski, T H (2005), 'Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide', Journal of Public Policy & Marketing, 24(1), 7-23 * Extract from Doyle, P (2000), Value-Based Marketing, Chichester: Wiley Preface * Acknowledgements * PART ONE: TEXT * Introduction * Understanding Consumer Behaviour * Understanding Organisational Buying Behaviour * The Competitive Environment * The Macro-Environment * Strategic Marketing Analysis * Marketing Strategy Formulation * Relationship Marketing Strategies * e-Marketing Strategies * Marketing Strategy for Services * International Marketing Strategy * Analysing Strategic Marketing Case Studies * PART TWO: CASE STUDIES * British Telecommunications Plc (2001): Strategic Challenges * BT Plc: Brave New World * Competition in the UK Ice Cream Market * London Olympics 2012: The Race for Sponsorship * Abbey: Mortgage Marketing in the UK * GlaxoSmithKline in South Africa * UPS: 100 Years of Turning Brown into Gold * News Corporation in the British Newspaper Market * A Tale of Two Wine Brands * BriCol Engineering Ltd * Crisis in the European Airline Industry * Golden Arch Hotels * Marketing Australia to the World * Trouble with the CPC100 * Coca-Cola: Challenges to Global Growth * PART THREE: READINGS * Extract from Turnbull, P, Ford, D and Cunningham, M (1996), 'Interaction, Relationships and Networks in Business Markets: An Evolving Perspective', Journal of Business and Industrial Marketing, 11(3/4), 44-62 * Extracts from Sheth, J and Sisodia, R (1999), 'Revisiting Marketing's Lawlike Generalizations', Journal of the Academy of Marketing Science, 27(1), 71-87 * Gronroos, C (1995), 'Relationship Marketing: The Strategy Continuum', Journal of the Academy of Marketing Science, 23(4), 252-254 * Witkowski, T H (2005), 'Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide', Journal of Public Policy & Marketing, 24(1), 7-23 * Extract from Doyle, P (2000), Value-Based Marketing, Chichester: Wiley.