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Offering an overview of current and classic theories and approaches in marketing, this book demonstrates that different concepts are individually appropriate in specific circumstances.

Marketing --- Management. --- Marketing. --- Marketing -- Management. --- Commerce --- Business & Economics --- Marketing & Sales --- Management --- Social Sciences and Humanities. Marketing --- Marketing (General). --- Marketing management --- Business logistics

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Due to the adverse outcomes of the recent global recession and the public deficit crisis in the USA and Europe, Western companies can expect flattening or declining sales in their domestic markets. They will also face growing competition as Chinese firms seek to block the activities of foreign companies in their domestic market and expand their own operations in overseas markets. Survival and growth for Western companies is unlikely to come from sustaining current business practices based upon utilization of conventional approaches to strategic management; success will depend on exploiting

Strategic planning. --- Organizational behavior. --- Competition, International. --- China --- Commerce.