Strategic Marketing
10th Edition
Published on 21. June 2012
Book
Hardback
672 pages
978-0-07-802890-8 (ISBN)
Description
Designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation, this text and casebook discusses the concepts and processes for gaining a competitive advantage in the marketplace. The new edition of "Strategic Marketing" 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, examining 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
10th Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Illustrations
Illustrations
Dimensions
Height: 254 mm
Width: 210 mm
Thickness: 30 mm
Weight
1367 gr
ISBN-13
978-0-07-802890-8 (9780078028908)
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 I: Strategic Marketing Chapter 1 Imperatives for Market-Driven Strategy Appendix 1A Strategic Marketing Planning Cases for Part I Part II: Markets, Segments, and Customer Value Chapter 2 Markets And Competitive Space Appendix 2A Financial Analysis for Marketing Planning and Control Chapter 3 Strategic Market Segmentation Chapter 4 Strategic Customer Relationship Management Chapter 5 Capabilities For Learning About Customers and Markets Cases for Part II Part III: Designing Market-Driven Strategies Chapter 6 Market Targeting and Strategic Positioning Chapter 7 Strategic Relationships Chapter 8 Innovation and New Product Strategy Cases for Part III Part IV: Market-Driven Program Development Chapter 9 Strategic Brand Management Chapter 10Value Chain Strategy Chapter 11 Pricing Strategy Chapter 12Promotion, Advertising and Sales Promotion Strategies Chapter 13Sales Force, Internet and Direct Marketing Strategies Cases for Part IV Part V: Implementing and Managing Market-Driven Strategies Chapter 14Designing Market-Driven Organizations Chapter 15Marketing Strategy Implementation and Control Appendix 15A Marketing Metrics Cases for Part V Part VI: Comprehensive Cases