Strategic Marketing / Edition 6

Strategic Marketing / Edition 6

by David W. Cravens
     
 

Strategic Marketing by Cravens and Piercy is a text and casebook that 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. The text provides a strategic perspective… See more details below

Overview

Strategic Marketing by Cravens and Piercy is a text and casebook that 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. The text provides a strategic perspective and extends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. Author David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science's Outstanding Marketing Educator Award. Co-author Nigel Piercy, has a particular research interest in market-led strategic change and sales management, for which he has attracted academic and practitioner acclaim in the UK and USA.

Product Details

ISBN-13:
9780070275430
Publisher:
McGraw-Hill Companies, The
Publication date:
07/09/1999
Series:
The McGraw-Hill/Irwin Series in Marketing
Edition description:
Older Edition
Pages:
768
Product dimensions:
8.30(w) x 9.40(h) x 1.40(d)

Table of Contents

Ch. 1Market-driven strategy1
Ch. 2Corporate, business, and marketing strategy20
App. 2AFinancial analysis for marketing planning and control45
Ch. 3Markets and competitive space71
App. 3AForecasting guidelines94
Ch. 4Strategic market segmentation97
Ch. 5Capabilities for continuous learning about markets124
Ch. 6Market targeting and strategic positioning168
Ch. 7Strategic relationships189
App. 7ACustomer relationship management (CRM)215
Ch. 8Planning for new products221
Ch. 9Strategic brand management264
Ch. 10Value-chain strategy292
Ch. 11Pricing strategy and management316
Ch. 12Promotion, advertising, and sales promotion strategies338
Ch. 13Sales force, Internet, and direct marketing strategies360
Ch. 14Designing market-driven organizations400
Ch. 15Marketing strategy implementation and control422

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