Strategic Marketing
8th Edition
Published on 16. June 2005
Book
Paperback/Softback
736 pages
978-0-07-124432-9 (ISBN)
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.
More details
Edition
8th edition
Language
English
Place of publication
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 229 mm
Width: 203 mm
Thickness: 34 mm
Weight
1532 gr
ISBN-13
978-0-07-124432-9 (9780071244329)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
Part 1: Strategic MarketingChapter 1 Market-Driven StrategyChapter 2 Corporate, Business and Marketing StrategyCases for Part INokia CorporationCharles Schwab CorporationMcKinsey & CompanyPart II: Markets, Segments and Customer ValueChapter 3 Markets And Competitive SpaceChapter 4 Strategic Market SegmentationChapter 5 Capabilities For Continuous Learning About MarketsCases for Part IIWi-Fi IncorporatedNike IncorporatedCampbell Soup CompanyJohnson & JohnsonPart III: Designing Market-Driven StrategiesChapter 6 Market Targeting and Strategic PositioningChapter 7 Strategic RelationshipsCRM Appendix Chapter 8 Planning for New ProductsCases for Part IIISamsung ElectronicsMcDonald'sApex Chemical CompanyCisco Systems, IncorporatedPart IV: Market-Driven Program DevelopmentChapter 9 Strategic Brand ManagementChapter 10Value Chain StrategyChapter 11 Pricing Strategy And ManagementChapter 12Promotion, Advertising and Sales Promotion StrategiesChapter 13Sales Force, Internet and Direct Marketing StrategiesCases for Part IVPlanet StarbucksHennes & MauritzDell, IncorporatedSun Microsystems, IncorporatedPart V: Implementing and Managing Market-Driven StrategiesChapter 14Designing Market-Driven OrganizationsChapter 15Marketing Strategy Implementation and ControlCases for Part VVerizon Communications, IncorporatedGeneral Motors CorporationYahoo! IncorporatedPSA Peugeot Citroen SAPart VI: Comprehensive CasesMicrosoft CorporationSamsung ElectronicsGeneral Electric AppliancesSlendertoneToyotaPfizer, Inc. Animal Health Products (A)CapitalDura-Plast, IncorporatedWal-MartBlair Water Purifiers Murphy Brewery Ireland LimitedDairyland Seed CompanyInternational Business MachinesL'Oreal Nederland A. T. KearneyCamar Automotive HoistProctor & Gamble CorporationHewlett-Packard CompanyNanophase Technologies CorporationCUTCO InternationalSmith & Nephew - InnovexSun MicrosystemsTelus MobilityTri-Cities Community BankCima Mountaineering Incorporated