Strategic Marketing / Edition 9by David Cravens, Nigel Piercy
Pub. Date: 02/14/2008
Publisher: McGraw-Hill Professional Publishing
Strategic Marketing 9/e by Cravens and Piercy is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition uses a decision-making process to examine the key
Strategic Marketing 9/e by Cravens and Piercy is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition uses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective as instructors want to examine marketing strategy beyond the traditional emphasis on marketing functions. The length and design of the book offer flexibility in the use of the text material and cases. New features and updated cases have made this text the most relevant text in the market today.
- McGraw-Hill Professional Publishing
- Publication date:
- Edition description:
- Older Edition
- Product dimensions:
- 8.30(w) x 10.30(h) x 1.40(d)
Table of Contents
Part 1: Strategic Marketing
Cases for Part I
Case 1–1 Audi
Case 1–2 The New York Times.
Case 1–3 Coca-Cola Co.
Part II: Markets, Segments and Customer Value
Chapter 2 Markets And Competitive Space Appendix 2A Financial Analysis for Marketing Planning and Control
Chapter 3 Strategic Market SegmentationChapter 4 Strategic Customer Relationship ManagementChapter 5 Capabilities For Learning About Customers and Markets
Cases for Part II
Case 2–1 Pfizer Inc.
Case 2–2 Ikea
Case 2–3 China and India: Opportunities and Challenges
Case 2–4 Johnson & Johnson
Part III: Designing Market-Driven Strategies
Chapter 6 Market Targeting and Strategic PositioningChapter 7 Strategic Relationships Chapter 8 Innovation and New Product Strategy
Cases for Part III
Case 3–1 Walt Disney Co.
Case 3–2 Intel Corp.
Case 3–3 McDonald's
Case 3–4 Tesco PLC
Part IV: Market-Driven Program Development
Chapter 9 Strategic Brand ManagementChapter 10 Value Chain StrategyChapter 11 Pricing Strategy Chapter 12 Promotion, Advertising and Sales Promotion StrategiesChapter 13 Sales Force, Internet and Direct Marketing Strategies
Cases for Part IV
Case 4–1 Microsoft Corp. (A).
Case 4–2 Nike Inc.
Case 4–3 Dell Inc.
Case 4–4 Hewlett-Packard Co.
Part V: Implementing and Managing Market-Driven Strategies
Chapter 14 Designing Market-Driven OrganizationsChapter 15 Marketing Strategy Implementation and Control Appendix 15A Marketing Metrics
Cases for Part V
Case 5-1 Verizon Communications Inc.
Case 5-2 Home Depot Inc.
Case 5-3 Yahoo! Inc.
Case 5-4 Nissan Motor Co.
Part VI: Comprehensive Cases
Case 6-1 Microsoft Corp. (B)
Case 6-2 Samsung Electronics
Case 6-3 General Electric Appliances
Case 6-4 Slendertone
Case 6-5 Toyota
Case 6-6 Coca-Cola (B)
Case 6-7 Keurig Inc.
Case 6-8 Dura-Plast, Inc.
Case 6-9 Wal-Mart
Case 6-10 Blair Water Purifiers India
Case 6-11 Murphy Brewery Ireland, Limited
Case 6-12 Dairyland Seed Company
Case 6-13 International Business Machines
Case 6-14 L’Oreal Nederland B.V
Case 6-15 ESPN
Case 6-16 Cowgirl Chocolates
Case 6-17 Procter & Gamble Co.
Case 6-18 Amazon.com Inc.
Case 6-19 Nanophase Technologies Corporation
Case 6-20 Cola Wars in China
Case 6-21 Smith & Nephew---Innovex
Case 6-22 Sun Microsystems (B)
Case 6-23 Telus Mobility
Case 6-24 Tri-Cities Community Bank
Case 6-25 Cima Mountaineering Inc.
and post it to your social network
Most Helpful Customer Reviews
See all customer reviews >