Marketing Strategies

Marketing is continually having to adopt new approaches and techniques to respond to a changing business environment that is characterised by increasing consumer sophistication deregulation time-based competition and lack of market growth. Such adaptive techniques have led to marked change in marketing practices over the years. This selection of papers from Long Range Planning - The International Journal of Strategic Management reflects the key contemporary issues and developments in marketing strategy that face organisations as they approach the next century. What emerges is a holistic view of the full range of changes that are taking place in marketing that both demonstrates the current state of marketing technique and provides a glimpse of where marketing is heading in the future.