Strategic Marketing / Edition 6by David W. Cravens
Pub. Date: 07/09/1999
Publisher: McGraw-Hill Companies, The
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.
Table of ContentsPart 1: Market-Driven StrategyChapter 1 Market Driven Strategy Chapter 2 Business and Marketing Cases for Part I Part II: Market-Driven Analysis Chapter 3 Market Vision, Structure, and Analysis Chapter 4 Segmenting Markets Chapter 5 Continuous Learning about Markets Cases for Part II Part III: Designing Market-Driven Strategies Chapter 6 Market Targeting and Strategic Positioning Chapter 7 Relationship Strategies Chapter 8 Planning for New Products Cases for Part III Part IV: Market-Focused Program Development Chapter 9 Strategic Brand Management Chapter 10 Managing Value Chain Relationships 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 Part V: Implementing and Managing Market-Driven Strategies Chapter 14 Designing Market-Driven Organizations Chapter 15 Strategy Implementation and Control Cases for Part V Part VI: Comprehensive Cases
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