Strategic marketing

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This text and casebook discusses the concepts and processes for gaining the competitive advantage in the marketplace. The authors examine many components of a market-driven strategy, including technology, customer service, customer relationships, pricing and the global economy.

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Title Statements

Full title :Strategic marketing / David W. Cravens, Nigel F. Piercy.

Summary

Edition Statements

Publication Date:©2009.
Edition:9th ed

Publication Statements

Publisher(s):McGraw-Hill Irwin
Place of Publication:Boston
Language:eng
Publication Date:©2009.

The Physical Object

Description:xv, 784 pages : : illustrations, map ; : 27 cm

Edition Identifiers

ISBN:9780073381008, 0073381004, 9780071263351, 0071263357
oclc:ocn183162481
LC Classification:HF5415.135
Dewey Decimal:658.8/02

pt. I. Strategic Marketing -- 1. Imperatives for market-driven strategy -- Cases for Part I -- pt. II. Markets, segments, and customer value -- 2. Markets and competitive space -- 3. Strategic marketing segmentation -- 4. Strategic customer relationship management -- 5. Capabilities for learning about customers and markets -- Cases for Part II -- pt. III. Designing market-driven strategies -- 6. Market targeting and strategic positioning -- 7. Strategic relationships -- 8. Innovation and new product strategy -- Cases for Part III -- pt. IV. Market-driven program development -- 9. Strategic brand management -- 10. Value chain strategy -- 11. Pricing strategy -- 12. Promotion, advertising, and sales promotion strategies -- 13. Sales force, Internet, and direct marketing strategies -- Cases for Part IV -- pt. V. Implementing and managing market-driven strategies -- 14. Designing market-driven organizations -- 15. Marketing strategy implementation -- Cases for Part V -- pt. VI. Comprehensive cases -- Cases for Part VI.

Subjects

Case studies entreprise -- étude de cas. -- marketing Fallstudiensammlung Management Marketing Marketing -- Case studies. -- Management Marketing -- Decision making Marketing -- Études de cas. -- Gestion Marketing -- Gestion Marketing -- Management marketing -- manuel Marketing -- Prise de décision Marknadsföring Strategisches Management