Title:
Strategic marketing
Author:
Cravens, David W.
ISBN:
9780073381008
9780071263351
Personal Author:
Edition:
9th ed.
Publication Information:
Boston : McGraw-Hill Irwin, ©2009.
Physical Description:
xv, 784 pages : illustrations, map ; 27 cm
Contents:
pt. I. Strategic Marketing -- 1. Imperatives for market-driven strategy -- Cases for Part I -- pt. II. Markets, segments, and customer value -- 2. Markets and competitive space -- 3. Strategic marketing segmentation -- 4. Strategic customer relationship management -- 5. Capabilities for learning about customers and markets -- Cases for Part II -- pt. III. Designing market-driven strategies -- 6. Market targeting and strategic positioning -- 7. Strategic relationships -- 8. Innovation and new product strategy -- Cases for Part III -- pt. IV. Market-driven program development -- 9. Strategic brand management -- 10. Value chain strategy -- 11. Pricing strategy -- 12. Promotion, advertising, and sales promotion strategies -- 13. Sales force, Internet, and direct marketing strategies -- Cases for Part IV -- pt. V. Implementing and managing market-driven strategies -- 14. Designing market-driven organizations -- 15. Marketing strategy implementation -- Cases for Part V -- pt. VI. Comprehensive cases -- Cases for Part VI.
Abstract:
This text and casebook 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.
Added Author:
Electronic Access:
Table of contents http://catdir.loc.gov/catdir/enhancements/fy0808/2007049708-t.htmlTable of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=016600044&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=017372878&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0808/2007049708-d.html