New Marketing Strategies: Evolving Flexible Processes to Fit Market Circumstance

New Marketing Strategies: Evolving Flexible Processes to Fit Market Circumstance

Ian Chtistun, Response Books 2000

(A division of Sage Publications)

Management lias undergone a loi of changes in the past few decades. The world of marketing started with Kotler and McCarly defining components of the marketing process. The birth of Pacific Tigers in the 70s led 10 ihe growth of competitive strategic management paradigm. The focus in the 80s moved from markiM Io customer and emphasized on building customer relationship. The later part of the 20lh century saw the emergence of concepts like the TQM, JlT and Process Re-Engineering as the international competition heated up.

The marketer has been rigidly following the concepts already defined. This book induces the reader to use concepts relevant to his situation.

The book begins with various marketing philosophies and models. The first few chapters are on topics related to the strategic management where in the author explains in aspects. Then it moves on to marketing aspects like understanding the market and making of marketing plans. The author also looks buyer behaviour in a different way by exploring buyerseller relationship orientation using a customer adoption model. Aitcrnpl has also been made to understand all kinds of markets, like institutional und service marketing. The book makes one familiar with all marketing concepts. By the time one is through with the new product development aspect, the majority of the concepts are clear in the reader's mind.

Promotion, pricing and distribution play major role in actual implementation of the marketing. This book looks minutely into these from a practical standpoint and has introduced various concepts of flcxi-Promotion, Flexi-Pricing and Distribution considering the product lilt-cycle, market structure and situation, circumstances surrounding the customer, companies, and the industry.

As Chaston reaches the concluding chapter, he brings into focus the changing intemiiliomil scenario, the happening of the inevitable, that is the shift from international marketing to marketing in a borderless world.

Before going through the book some basic understanding of marketing would he useful as the concepts used in (he book are advanced and n lot of models arc provided in diagrammatic form. Prior understanding of various marketing concepts can further induce the reader to generate more models of marketing relevant to his situation and requirement.

This book is almost complete to the extent of aiding understanding of a business as a whole, except perhaps, from [he financial aspect of it. This book will trigger the thought process in understanding flexibility and its essence in the current and future situations, which is, perhaps, more important then just delving an theoretical aspects.

G. Gunesh Dus

Sr. manager-Marketing

LML Limited

Copyright Global Institute of Flexible Systems Management (GIFT) Jul-Sep 2001
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