Strategic Marketing

Name: Strategic Marketing
Price: 8.93 USD
Availability: InStock
ISBN: 9780256214383

ISBN-10: 0256214387

ISBN-13: 9780256214383

Edition: 5th 1997

Authors: David W. Cravens

List price: $70.95

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Description:

Strategic Marketing 8/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 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…

Book details

List price: $70.95
Edition: 5th
Copyright year: 1997
Publisher: McGraw-Hill School Education Group
Binding: Paperback
Pages: 688
Size: 8.75" wide x 9.50" long x 1.00" tall
Weight: 2.838
Language: English

Business and Marketing Strategies	p. 1
Marketing Strategy and Planning	p. 3
Business Strategy and Competitive Advantage	p. 36
Cases for Part I
Marketing Situation Analysis	p. 87
Analyzing Markets and Competition	p. 89
Segmenting Markets	p. 123
Continuous Learning about Markets	p. 150
Cases for Part II
Designing Marketing Strategy	p. 187
Marketing Targeting and Positioning Strategies	p. 189
Relationship Strategies	p. 216
Planning for New Products	p. 241
Cases for Part III
Marketing Program Development	p. 289
Product, Branding, and Customer-Service Strategies	p. 291
Distribution Strategy	p. 317
Pricing Strategy	p. 343
Promotion, Advertising, and Sales Promotion Strategies	p. 368
Sales Force and Direct Marketing Strategies	p. 393
Cases for Part IV
Implementing and Managing Marketing Strategy	p. 429
Designing Effective Marketing Organizations	p. 431
Marketing Strategy Implementation and Control	p. 453
Cases for Part V
Comprehensive Cases	p. 503
Name Index	p. 659
Subject Index	p. 662
Table of Contents provided by Blackwell. All Rights Reserved.