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Strategic Marketing

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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 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.
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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 Strategiesp. 1
Marketing Strategy and Planningp. 3
Business Strategy and Competitive Advantagep. 36
Cases for Part I
Marketing Situation Analysisp. 87
Analyzing Markets and Competitionp. 89
Segmenting Marketsp. 123
Continuous Learning about Marketsp. 150
Cases for Part II
Designing Marketing Strategyp. 187
Marketing Targeting and Positioning Strategiesp. 189
Relationship Strategiesp. 216
Planning for New Productsp. 241
Cases for Part III
Marketing Program Developmentp. 289
Product, Branding, and Customer-Service Strategiesp. 291
Distribution Strategyp. 317
Pricing Strategyp. 343
Promotion, Advertising, and Sales Promotion Strategiesp. 368
Sales Force and Direct Marketing Strategiesp. 393
Cases for Part IV
Implementing and Managing Marketing Strategyp. 429
Designing Effective Marketing Organizationsp. 431
Marketing Strategy Implementation and Controlp. 453
Cases for Part V
Comprehensive Casesp. 503
Name Indexp. 659
Subject Indexp. 662
Table of Contents provided by Blackwell. All Rights Reserved.