Strategic Marketing
6th Edition
Published on 1. July 1999
Book
Hardback
700 pages
978-0-07-027543-0 (ISBN)
Description
The text examines the concepts and processes for gaining competitive advantage in the market place. It has been updated and revised to include new material and expanded treatment of topics such as market orientation, organizational learning, competing on capabilities and new organization designs.
More details
Edition
6th Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Dimensions
Height: 230 mm
Weight
1360 gr
ISBN-13
978-0-07-027543-0 (9780070275430)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
David W. Cravens
Strategic Marketing
Book
01/1997
5th Edition
Irwin Professional Publishing
€111.59
Article exhausted; check for reprint
Content
Part 1 Market-driven strategy: market driven strategy; business and marketing; cases for part 1 - Bertelsmann AG - China; Wal-Mart; Euro Disney. Part 2 Situation analysis: market vision, structure, and analysis; segmenting markets; continuous learning about markets; cases of part 2 - Iridium LLC; Nike, Inc.; Campbell's Intelligent Quisine. Part 3 Designing market-driven strategies: market targeting and strategic positioning; relationship strategies; planning for new products; cases for part 3 - Johnson & Johnson; McDonald's; Apex Chemical. Part 4 Market-focused program development: strategic brand management; managing value chain relationships; pricing strategy; promotion, advertising, and sales promotion strategies; cases for part 4 - Hill's Pet Nutrition; Hewlett-Packard; Yoplait USA. Part 5 Implementing and managing market-driven strategy: designing market-driven organizations; strategy implementation and performance; cases for part 5 - Airbus Industries; United States Tobacco Co.; Motorola Inc.; Coca-Cola (Japan) Company; System Soft Corporation; Cima Mountaineering, Inc.; CUTCO International; Highlights for Children Inc.; L'Oreal Nederland B.V.; Capital; Amtech Corporation; During AG (Fottle); Optical Fiber Corporation; Murphy Brewery Ireland Limited; Golden valley Microwave Foods Inc.; The Bacova Guild Ltd. (A); Powrtron Corporation; Wind Technology; Dunkin Donuts; Stone & Lewis Health Care Products; Knark Television India; Wentworth Industrial Cleaning Supplies; LoJack Corporation.