Strategic Marketing
Published on 1. August 1996
Book
Paperback/Softback
704 pages
978-0-07-114468-1 (ISBN)
Description
This text examines the concepts and processes for gaining competitive advantage in the marketplace. It has been updated and revised to include new material and expanded treatment of topics such as market orientation, organizational learning, competing on capabilities, relationship strategies and new organization designs. This book also covers marketing strategy, planning, marketing research and information systems.
More details
Edition
International 2 Revised ed
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 230 mm
Weight
1320 gr
ISBN-13
978-0-07-114468-1 (9780071144681)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
David W. Cravens
Strategic Marketing
Book
08/1999
McGraw-Hill Education (ISE Editions)
€49.59
Article exhausted; check for reprint
Previous edition
David W. Cravens
Strategic Marketing
Book
10/1993
4th Edition
Irwin Professional Publishing
€33.42
Article exhausted; check for reprint
Content
Part I Business and marketing strategies: marketing strategy and planning; business strategy and competitive advantage; Hewlett Packard Co; Toyota Motor Corp; Euro Disney; Southwest Airlines. Part II Marketing situation analysis: analyzing markets and competition; segmenting markets; continuous learning about markets; Reebok International Ltd; AT&T PersonaLink; Gillette Co; Radio Shack. Part III Designing marketing strategy: market testing and positioning strategies; relationship strategies; planning for new products; Wal Mart; Yoplait USA; Whit Dove Philippines Company; Apex Chemical Company. Part IV Marketing programme development: product, branding and customer service strategies; distribution strategy; pricing strategy; promotion, advertising and sales promotion strategies; salesforce and direct marketing strategies; DuPont Co; American International Group, Inc; Kimball Art Museum; Genetech, Inc. Part V Implementing and managing marketing strategy; designing effective marketing organizations; marketing strategy, implementation and control; Avon Products; United States Tobacco Co; Intuit, Inc; Medico; Containment Services. Part VI Comprehensive cases: Coca Cola Japan; Electro-Products Limited; Wentworth Industrial Cleaning Supplies; Rollerblade; Highlights for Children; Wind Technology; Amtech Corp; Barro Stickney Inc; Konart Television; Optical Fiber Corporation; Golden Valley Microwave; TenderCare Disposable Diapers; The Bacova Guild (A); Navistar International; Ohmeda Monitoring Systems; Dutch Food Industries Company (A).