Strategic marketing / David W. Cravens, Nigel F. Piercy.

By: Cravens, David W Contributor(s): Piercy, Nigel Material type: Text

TextLanguage: English Publication details: Boston : McGraw-Hill Irwin, c2009. Edition: 9th edDescription: xv, 784 p. : ill., map. ; 27 cmISBN: 9780073381008 (alk. paper); 0073381004 (alk. paper); 0071263357; 9780071263351Subject(s): Marketing -- Decision making | Marketing -- Management | Marketing -- Management -- Case studiesDDC classification: 658.802 LOC classification: HF5415.135 | .C72 2009Online resources: Publisher description | Table of contents only | WorldCat details

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. TOC

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Barcode	Course reserves
Text	Dr. S. R. Lasker Library, EWU Reserve Section	Non-fiction	658.802 CRS 2009 (Browse shelf(Opens below))	C-1	Not For Loan	22826
Text	Dr. S. R. Lasker Library, EWU Reserve Section	Non-fiction	658.802 CRS 2009 (Browse shelf(Opens below))	C-2	Not For Loan	23083
Text	Dr. S. R. Lasker Library, EWU Circulation Section	Non-fiction	658.802 CRS 2009 (Browse shelf(Opens below))	C-3	Available	23066
Text	Dr. S. R. Lasker Library, EWU Circulation Section	Non-fiction	658.802 CRS 2009 (Browse shelf(Opens below))	C-4	Available	23067
Text	Dr. S. R. Lasker Library, EWU Circulation Section	Non-fiction	658.802 CRS 2009 (Browse shelf(Opens below))	C-5	Available	23505
Text	Dr. S. R. Lasker Library, EWU Circulation Section	Non-fiction	658.802 CRS 2009 (Browse shelf(Opens below))	C-6	Available	23506	Strategic Marketing

Total holds: 0

Includes bibliographical references and indexes.

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. TOC

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.

Abdul Gani

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