Strategic Marketing

David W. Cravens, Nigel F. Piercy

844 pages, parution le 07/06/2002 (7^eme édition)

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Résumé

Strategic Marketing by Cravens and Piercy is a text and casebook that 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. The text provides a strategic perspective and extends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. Author David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science's Outstanding Marketing Educator Award. Co-author Nigel Piercy, has a particular research interest in market-led strategic change and sales management, for which he has attracted academic and practitioner acclaim in the UK and USA.

Contents

Part I: Market-Driven Strategy
Chapter 1 Market Driven Strategy
Chapter 2 Business and Marketing

Part II: Market-Driven Analysis
Chapter 3 Market Vision, Structure, and Analysis
Chapter 4 Segmenting Markets
Chapter 5 Continuous Learning about Markets

Part III: Designing Market-Driven Strategies
Chapter 6 Market Targeting and Strategic Positioning
Chapter 7 Relationship Strategies
Chapter 8 Planning for New Products

Part IV: Market-Focused Program Development
Chapter 9 Strategic Brand Management
Chapter 10 Managing Value Chain Relationships
Chapter 11 Pricing Strategy
Chapter 12 Promotion, Advertising, and Sales Promotion Strategies
Chapter 13 Sales Force, Internet, and Direct Marketing Strategies

Part V: Implementing and Managing Market-Driven Strategies
Chapter 14 Designing Market-Driven Organizations
Chapter 15 Strategy Implementation and Control

Part VI: Comprehensive Cases

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	David W. Cravens, Nigel F. Piercy
Parution	07/06/2002
Édition	7^eme édition
Nb. de pages	844
Format	20,5 x 25,5
Couverture	Broché
Poids	1485g
Intérieur	Noir et Blanc
EAN13	9780071151610