Strategic Marketing

by Cravens, David; Piercy, Nigel

• ISBN13: 9780073381008
• ISBN10: 0073381004
• Edition: 9th
• Format: Hardcover
• Copyright: 2008-02-14
• Publisher: McGraw-Hill Education

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.