Marketing is continually having to adopt new approaches and techniques to respond to a changing business environment that is characterized 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 organizations as they approach the next century. What emerges is an 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. This book is intended for academic researchers in marketing, university libraries, business schools and practising managers worldwide. It is also of interest to MBA and specialist master programmes.