Contemporary strategic marketing / Ross Brennan, Paul Baines and Paul Garneau.

What is strategic marketing? -- Understading consumer behaviour -- Organisational buying behaviour -- Understanding the competitive environment -- Understanding the macroenvironment -- Strategic marketing analysis -- Marketing strategy formulation -- Relationship marketing strategies -- e-Marketing strategies -- Marketing strategy for mass-mediated services -- Analysing strategic management case studies -- British Telecommuications plc 'A': the strategic dilemma -- British Telecommuications plc 'B': tomorrow the world? -- Competition in the UK ice ream market -- Fulham FC: strategic marketing for football clubs -- Regaining the international market for British beef -- GlaxoSmithKline in South Africa -- Sould UPS purchase the shuttle? -- News corporation in the British newspaper market -- A tale of two wine brands -- BriCol Engineering Ltd -- Crisis in the European airline industry -- Interntionalising the Chartered Institute of Marketing -- Marketing Australia to the world -- Trouble with the CPC100

Combining text, case studies, readings and a comprehensive lecturers' website, this modern book on strategic marketing uses non-American based case studies from Africa and Europe to encourage the student to engage with the debate itself and not just the marketing theory.