Strategic Marketing
5th Edition
Published on 1. January 1997
Book
Hardback
704 pages
978-0-256-21438-3 (ISBN)
Description
The author of this text argues that the role of strategic marketing in business performance is demonstrated in the market-driven strtategies of successful organizations competing in a wide array of product and market situations. The escalating importance of providing customer satisfaction, responding to diversity in the marketplace, developing new products and recognizing global competitive challenges require effective marketing strategies for gaining and keeping a competitive edge. The text examines the concepts and processes for gaining competitive advantage in the market place.
More details
Edition
5th Revised edition
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Dimensions
Height: 231 mm
Width: 210 mm
Weight
1260 gr
ISBN-13
978-0-256-21438-3 (9780256214383)
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
07/1999
6th Edition
McGraw Hill Higher Education
€134.93
Article is exhausted; no reprint
Content
Business and marketing strategies; marketing strategy and planning; business strategy and competitive advantage; marketing situation analysis; analyzing markets and competition; segmenting markets; continuous learning about markets; designing marketing strategy; market testing and positioning strategy; relationship strategies; planning for new products; marketing programme development; product, branding and customer services strategies; distribution strategy; pricing strategy; promtion advertising and sales promotion strategies; salesforce and direct marketing strategies; implementing and managing marketing strategy; designing effective marketing organizations; marketing strategy, implementation, and control.