Strategic Marketing

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  • Format: Hardcover
  • Copyright: 7/1/1999
  • Publisher: McGraw-Hill College
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Strategic Marketing is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The author examines many components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. The text provides a strategic perspective and extends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Sciences Outstanding Marketing Educator Award.

Table of Contents

Part I: Market-Driven Strategy

Chapter 1. Market Driven Strategy

Chapter 2. Business and Marketing

Case 1-1 Bertelsmann AG – China

Case 1-2 Wal-Mart

Case 1-3 EuroDisney

Part II: Situation Analysis

Chapter 3. Market Vision, Structure, and Analysis

Chapter 4. Segmenting Markets

Chapter 5. Continuous Learning about Markets

Case 2-1 Iridium

Case 2-2 Nike

Case 2-3 Campbell Soup

Part III: Designing Market-Driven Strategies

Chapter 6. Market Targeting and Strategic Positioning

Chapter 7. Relationship Strategies

Chapter 8. Planning for New Products

Case 3-1 Johnson & Johnson

Case 3-2 McDonald’s

Case 3-3 Apex Chemical Company

Part IV: Market-Focused Program Development

Chapter 9. Strategic Brand Management

Chapter 10. Managing Value Chain Relationships

Chapter 11. Pricing Strategy

Chapter 12. Promotion, Advertising, and Sales Promotion Strategies

Chapter 13. Sales Force and Direct Marketing Strategies

Case 4-1 Hill’s Science Diet Pet Food

Case 4-2 Hewlett-Packard Company

Case 4-3 Yoplait USA

Part V: Implementing and Managing Market-Driven Strategies

Chapter 14. Designing Market-Driven Organizations

Chapter 15. Strategy Implementation and Control

Case 5-1 Airbus

Case 5-2 United States Tobacco Company

Case 5-3 Motorola

Part VI: Comprehensive Cases

Case 6-1 Coca-Cola (Japan) Company

Case 6-2 SystemSoft Corporation

Case 6-3 Cima Mountaineering, Inc.

Case 6-4 CUTCO International

Case 6-5 Highlights for Children, Inc.

Case 6-6 L’Oreal Nederland BV

Case 6-7 Capital

Case 6-8 Amtech Corporation

Case 6-9 During AG (Fottle)

Case 6-10 Optical Fiber Corporation

Case 6-11 Murphy Brewery Ireland, Limited

Case 6-12 Golden Valley Microwave Foods, Inc.

Case 6-13 The Bacova Guild, Ltd. (A)

Case 6-14 Powrtron Corporation

Case 6-15 Wind Technology

Case 6-16 Dunkin' Donuts

Case 6-17 Stone & Lewis

Case 6-18 Konark Television India

Case 6-19 Wentworth Industrial Cleaning Supplies

Case 6-20 LoJack Corporation

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