Strategic Marketing
by Cravens, David; Piercy, NigelEdition: 9th
Format: Hardcover
Pub. Date: 2008-02-14
Publisher(s): McGraw-Hill Education
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Summary
Strategic Marketing 9/e by Cravens and Piercy is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition uses 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 as instructors want to examine 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.
Author Biography
David W. Cravens is Emeritus Professor of Marketing in the M. J. Neely School of Business at Texas Christian University.
Table of Contents
| Strategic Marketing | |
| Imperatives for Market-Driven Strategy | |
| A Strategic Marketing Planning | |
| Cases for Part I | |
| Nokia Corp. | |
| Charles Schwab Corp. | |
| McKinsey & Co. | |
| Markets, Segments and Customer Value | |
| Markets And Competitive Space | |
| A Financial Analysis for Marketing Planning and Control | |
| Strategic Market Segmentation | |
| Strategic Customer Relationship Management | |
| Capabilities For Learning About Customers and Markets | |
| Cases for Part II | |
| Wi-Fi | |
| Nike Inc. | |
| Campbell Soup Company | |
| Johnson & Johnson | |
| Designing Market-Driven Strategies | |
| Market Targeting and Strategic Positioning | |
| Strategic Relationships | |
| Innovation and New Product Strategy | |
| Cases for Part III | |
| Samsung Electronics (A) | |
| McDonald's Corp. | |
| Apex Chemical Company | |
| Cisco Systems Inc | |
| Market-Driven Program Development | |
| Strategic Brand Management | |
| Value Chain Strategy | |
| Pricing Strategy | |
| Promotion, Advertising and Sales Promotion Strategies | |
| Sales Force, Internet and Direct Marketing Strategies | |
| Cases for Part IV | |
| Planet Starbucks | |
| Hennes & Mauritz | |
| Dell Inc | |
| Sun Microsystems Inc. (A) | |
| Implementing and Managing Market-Driven Strategies | |
| Designing Market-Driven Organizations | |
| Marketing Strategy Implementation and Control | |
| A Marketing Metrics | |
| Cases for Part V | |
| Verizon Communications Inc. | |
| General Motors Corp. | |
| Yahoo! Inc. | |
| PSA Peugeot Citroeuml;n SA | |
| Comprehensive Cases | |
| Murphy Brewery Ireland, Limited | |
| Dairyland Seed Company | |
| International Business Machines | |
| L'Oreal Nederland B.V | |
| A.T. Kearney | |
| Camar Automotive Hoist | |
| Procter & Gamble Co. | |
| Hewlett-Packard Co. | |
| Nanophase Technologies Corporation | |
| CUTCO International | |
| Smith & Nephew---Innovex | |
| Sun Microsystems (B) | |
| Telus Mobility | |
| Tri-Cities Community Bank | |
| Cima Mountaineering Inc. | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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