Strategic Marketing / Edition 9

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Overview

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.

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Product Details

  • ISBN-13: 9780073381008
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 2/14/2008
  • Edition description: Older Edition
  • Edition number: 9
  • Pages: 800
  • Sales rank: 1,285,778
  • Product dimensions: 8.30 (w) x 10.30 (h) x 1.40 (d)

Table of Contents

Part 1: Strategic Marketing

Chapter 1 Imperatives for Market-Driven Strategy



Appendix 1A Strategic Marketing Planning

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 Segmentation



Chapter 4 Strategic Customer Relationship Management



Chapter 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 Positioning



Chapter 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 Management



Chapter 10 Value Chain Strategy



Chapter 11 Pricing Strategy



Chapter 12 Promotion, Advertising and Sales Promotion Strategies



Chapter 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 Organizations



Chapter 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.
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