TY  - BOOK
AU  - Cravens,David W.
AU  - Piercy,Nigel
TI  - Strategic marketing
SN  - 9780073381008 (alk. paper)
AV  - HF5415.135 .C72 2009
U1  - 658.802 
PY  - 2009///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - Marketing
KW  - Decision making
KW  - Management
KW  - Case studies
N1  - 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; BA
N2  -  	
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
UR  - http://www.loc.gov/catdir/enhancements/fy0808/2007049708-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0808/2007049708-t.html
UR  - http://www.worldcat.org/title/strategic-marketing/oclc/183162481&referer=brief_results
ER  -