Pub. Date:
McGraw-Hill Higher Education
Strategic Marketing / Edition 10

Strategic Marketing / Edition 10

by David Cravens
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  • Product Details

    ISBN-13: 2900078028907
    Publisher: McGraw-Hill Higher Education
    Publication date: 06/21/2012
    Edition description: New Edition
    Pages: 672
    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 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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