Strategic marketing
by
 
Cravens, David W.

Title
: 
Strategic marketing

Author
: 
Cravens, David W.

ISBN
: 
9780072966343
 
9780071244329

Personal Author
: 
Cravens, David W.

Edition
: 
8th ed.

Publication Information
: 
Boston, Mass. : McGraw-Hill, ©2006.

Physical Description
: 
xvii, 726 pages : illustrations ; 26 cm.

Series
: 
McGraw-Hill/Irwin series in marketing
 
McGraw-Hill/Irwin series in marketing.

General Note
: 
Various multi-media instructional materials are available to supplement the text.

Contents
: 
Ch. 1. Market-driven strategy -- Ch. 2. Corporate, business, and marketing strategy -- App. 2A. Financial analysis for marketing planning and control -- Ch. 3. Markets and competitive space -- App. 3A. Forecasting guidelines -- Ch. 4. Strategic market segmentation -- Ch. 5. Capabilities for continuous learning about markets -- Ch. 6. Market targeting and strategic positioning -- Ch. 7. Strategic relationships -- App. 7A. Customer relationship management (CRM) -- Ch. 8. Planning for new products -- Ch. 9. Strategic brand management -- Ch. 10. Value-chain strategy -- Ch. 11. Pricing strategy and management -- Ch. 12. Promotion, advertising, and sales promotion strategies -- Ch. 13. Sales force, Internet, and direct marketing strategies -- Ch. 14. Designing market-driven organizations -- Ch. 15. Marketing strategy implementation and control.

Abstract
: 
"By reading this book, you can learn concepts and processes to help your future employer gain a competitive advantage. You will also learn how to examine the components of a marketing strategy, which includes customer service, technology, customer relationships, pricing, and the global economy." "The cases in the book help you learn how real companies build and implement effective strategies to solve problems. Also, a wide variety of business environments are featured, including domestic and international, goods and services, and organizations of different sizes. This variety will give you the decision making experience necessary to be successful in the business world today."--Jacket.

Subject Term
: 
Marketing -- Decision making.
 
Marketing -- Management.
 
Marketing -- Management -- Case studies.
 
Mercadeo -- Toma de decisiones.
 
Administración de mercadeo.
 
Administración de mercadeo -- Estudio de casos.
 
Mercadotecnia.
 
Administración.

Added Author
: 
Piercy, Nigel.

Electronic Access
: 
Table of contents http://catdir.loc.gov/catdir/enhancements/fy0619/2004061068-t.html
 
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0619/2004061068-d.html


LibraryMaterial TypeItem BarcodeShelf NumberCopy
RC BraamfonteinGeneral Books000019784658.802 CRA1
RC BraamfonteinGeneral Books000019759658.802 CRA2
RC BraamfonteinGeneral Books000019781658.802 CRA3
RC BraamfonteinGeneral Books000016921658.802 CRA4
RC BraamfonteinGeneral Books000019760658.802 CRA5
RC BraamfonteinGeneral Books000045515658.802 CRA6
VC Cape TownGeneral Books000001402658.802 CRA1
VC Durban NorthGeneral Books000021100658.802 CRA1
VC PietermaritzburgGeneral Books000092013658.802 CRA1