Strategic Marketing
9th Edition
Published on 16. March 2008
Book
Paperback/Softback
752 pages
978-0-07-126335-1 (ISBN)
Description
Strategic Marketing 9/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 book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition uses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective as instructors want to examine marketing strategy beyond the traditional emphasis on marketing functions. The length and design of the book offer flexibility in the use of the text material and cases. New features and updated cases have made this text the most relevant text in the market today.
More details
Edition
9th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Dimensions
Height: 256 mm
Width: 203 mm
Thickness: 30 mm
Weight
1 gr
ISBN-13
978-0-07-126335-1 (9780071263351)
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 Imperatives for Market-Driven Strategy Appendix 1A Strategic Marketing Planning Cases for Part ICase 1-1 AudiCase 1-2 The New York Times.Case 1-3 Coca-Cola Co.Part II: Markets, Segments and Customer ValueChapter 2 Markets And Competitive Space Appendix 2A Financial Analysis for Marketing Planning and ControlChapter 3 Strategic Market SegmentationChapter 4 Strategic Customer Relationship ManagementChapter 5 Capabilities For Learning About Customers and MarketsCases for Part IICase 2-1 Pfizer Inc.Case 2-2 Ikea Case 2-3 China and India: Opportunities and ChallengesCase 2-4 Johnson & Johnson Part III: Designing Market-Driven StrategiesChapter 6 Market Targeting and Strategic PositioningChapter 7 Strategic Relationships Chapter 8 Innovation and New Product StrategyCases for Part IIICase 3-1 Walt Disney Co.Case 3-2 Intel Corp.Case 3-3 McDonald'sCase 3-4 Tesco PLCPart IV: Market-Driven Program DevelopmentChapter 9 Strategic Brand ManagementChapter 10Value Chain StrategyChapter 11 Pricing Strategy Chapter 12Promotion, Advertising and Sales Promotion StrategiesChapter 13Sales Force, Internet and Direct Marketing StrategiesCases for Part IVCase 4-1 Microsoft Corp. (A).Case 4-2 Nike Inc.Case 4-3 Dell Inc.Case 4-4 Hewlett-Packard Co.Part V: Implementing and Managing Market-Driven StrategiesChapter 14Designing Market-Driven OrganizationsChapter 15Marketing Strategy Implementation and Control Appendix 15A Marketing MetricsCases for Part VCase 5-1 Verizon Communications Inc.Case 5-2 Home Depot Inc.Case 5-3 Yahoo! Inc. Case 5-4 Nissan Motor Co.Part VI: Comprehensive CasesCase 6-1 Microsoft Corp. (B)Case 6-2 Samsung ElectronicsCase 6-3 General Electric AppliancesCase 6-4 SlendertoneCase 6-5 ToyotaCase 6-6 Coca-Cola (B)Case 6-7 Keurig Inc.Case 6-8 Dura-Plast, Inc.Case 6-9 Wal-MartCase 6-10 Blair Water Purifiers IndiaCase 6-11 Murphy Brewery Ireland, LimitedCase 6-12 Dairyland Seed CompanyCase 6-13 International Business MachinesCase 6-14 L'Oreal Nederland B.VCase 6-15 ESPNCase 6-16 Cowgirl ChocolatesCase 6-17 Procter & Gamble Co.Case 6-18 Amazon.com Inc.Case 6-19 Nanophase Technologies CorporationCase 6-20 Cola Wars in ChinaCase 6-21 Smith & Nephew---InnovexCase 6-22 Sun Microsystems (B)Case 6-23 Telus MobilityCase 6-24 Tri-Cities Community BankCase 6-25 Cima Mountaineering Inc.