Tous nos rayons

Déjà client ? Identifiez-vous

Mot de passe oublié ?

Nouveau client ?

CRÉER VOTRE COMPTE
Strategic Marketing
Ajouter à une liste

Librairie Eyrolles - Paris 5e
Indisponible

Strategic Marketing

Strategic Marketing

David W. Cravens, Nigel F. Piercy

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

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  7eme édition
Nb. de pages 844
Format 20,5 x 25,5
Couverture Broché
Poids 1485g
Intérieur Noir et Blanc
EAN13 9780071151610

Avantages Eyrolles.com

Livraison à partir de 0,01 en France métropolitaine
Paiement en ligne SÉCURISÉ
Livraison dans le monde
Retour sous 15 jours
+ d'un million et demi de livres disponibles
satisfait ou remboursé
Satisfait ou remboursé
Paiement sécurisé
modes de paiement
Paiement à l'expédition
partout dans le monde
Livraison partout dans le monde
Service clients sav@commande.eyrolles.com
librairie française
Librairie française depuis 1925
Recevez nos newsletters
Vous serez régulièrement informé(e) de toutes nos actualités.
Inscription