Strategic marketing [9th edition] / David W. Cravens, Nigel F. Piercy.
Material type: TextPublication details: Boston ; [London : McGraw-Hill], 2009.Edition: International ed., 9th edDescription: xv, 784 p. : ill., maps ; 26 cmISBN:- 9780071263351 ( pbk.) :
- 0071263357 ( pbk.) :
- 658.802 CRA
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Enhanced descriptions from Syndetics:
This text and casebook 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.
Previous ed.: 2006.
Formerly CIP. Uk
Includes bibliographical references and index.
Table of contents provided by Syndetics
- Part 1 Strategic Marketing
- 1 Imperatives for Market-Driven Strategy
- 2 Markets And Competitive Space
- 3 Strategic Market Segmentation
- 4 Strategic Customer Relationship Management
- 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
- 6 Market Targeting and Strategic Positioning
- 7 Strategic Relationships
- 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
- 9 Strategic Brand Management
- 10 Value Chain Strategy
- 11 Pricing Strategy
- 12 Promotion, Advertising and Sales Promotion Strategies
- 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
- 14 Designing Market-Driven Organizations
- 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 LâÇÖOreal 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 Corporationv
- 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