AUTOR: Ashok Ranchhod, Càlin Gurau
TÍTULO: Marketing strategies : a contemporary approach
COTA: CO/989-BC
EDITOR: Prentice Hall
ANO: 2007
RESUMO: Taking a modern European perspective, Marketing Strategies examines marketing from different angles an order to
create a broader understanding of the discipline. A radical and dynamic approach to the subject is taken, in that there is
no discussion of the traditional 4 'P's, as strategies are company-specific. Instead the author integrates five of the main
contemporary factors that affect marketing in the 21st century: Globalisation, the Impact of Technology, Ethics, Market
Orientation and Sustainability.