Strategic Marketing
by Cravens, David; Piercy, NigelEdition: 10th
Format: Hardcover
Pub. Date: 2012-06-21
Publisher(s): MCGRAW HILL
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Summary
Designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation, this text and casebook discusses the concepts and processes for gaining a competitive advantage in the marketplace. The new edition of Strategic Marketinguses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective, examining marketing strategy beyond the traditional emphasis on marketing functions. The length and design of the book offer flexibility in the use of the text material and cases. New features and updated cases have made this text the most relevant text in the market today.
Table of Contents
Part I: Strategic Marketing
Chapter 1 Imperatives for Market-Driven Strategy
Appendix 1A Strategic Marketing Planning
Cases for Part I
Part II: Markets, Segments, and Customer Value
Chapter 2 Markets And Competitive Space
Appendix 2A Financial Analysis for Marketing Planning and Control
Chapter 3 Strategic Market Segmentation
Chapter 4 Strategic Customer Relationship Management
Chapter 5 Capabilities For Learning About Customers and Markets
Cases for Part II
Part III: Designing Market-Driven Strategies
Chapter 6 Market Targeting and Strategic Positioning
Chapter 7 Strategic Relationships
Chapter 8 Innovation and New Product Strategy
Cases for Part III
Part IV: Market-Driven Program Development
Chapter 9 Strategic Brand Management
Chapter 10 Value Chain Strategy
Chapter 11 Pricing Strategy
Chapter 12 Promotion, Advertising and Sales Promotion Strategies
Chapter 13 Sales Force, Internet and Direct Marketing Strategies
Cases for Part IV
Part V: Implementing and Managing Market-Driven Strategies
Chapter 14 Designing Market-Driven Organizations
Chapter 15 Marketing Strategy Implementation and Control
Appendix 15A Marketing Metrics
Cases for Part V
Part VI: Comprehensive Cases
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