ISBN-10:
0073381004
ISBN-13:
2900073381007
Pub. Date:
02/14/2008
Publisher:
McGraw-Hill Professional Publishing
Strategic Marketing / Edition 9

Strategic Marketing / Edition 9

by David Cravens

Hardcover

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Overview

Strategic Marketing / Edition 9

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.

Product Details

ISBN-13: 2900073381007
Publisher: McGraw-Hill Professional Publishing
Publication date: 02/14/2008
Edition description: Older Edition
Pages: 800
Product dimensions: 6.50(w) x 1.50(h) x 9.50(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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