Strategic Marketing

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  • Format: Hardcover
  • Copyright: 2002-05-07
  • Publisher: McGraw-Hill/Irwin
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Strategic Marketing by Cravens and Piercy is a text and casebook that 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. 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. Author David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science'"s Outstanding Marketing Educator Award. Co-author Nigel Piercy, has a particular research interest in market-led strategic change and sales management, for which he has attracted academic and practitioner acclaim in the UK and USA.

Table of Contents

Part 1: Market-Driven Strategy

Chapter 1 Market Driven Strategy

Chapter 2 Business and Marketing

Cases for Part I

Nokia Corporation
Polaroid Corporation

Part II: Market-Driven Analysis

Chapter 3 Market Vision, Structure, and Analysis

Chapter 4 Segmenting Markets

Chapter 5 Continuous Learning about Markets

Cases for Part II

Campbell Soup
Pfizer, Inc. Animal Health Products

Part III: Designing Market-Driven Strategies

Chapter 6 Market Targeting and Strategic Positioning

Chapter 7 Relationship Strategies

Chapter 8 Planning for New Products

Cases for Part III

Samsung Electronics
Apex Chemical
Dunkin Donuts

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, Internet, and Direct Marketing Strategies

Cases for Part IV

Pier 1
Virgin Group Ltd.
Sun Microsystems Inc.

Part V: Implementing and Managing Market-Driven Strategies

Chapter 14 Designing Market-Driven Organizations

Chapter 15 Strategy Implementation and Control

Cases for Part V

Oracle Corporation
Ford Motor Co.
Fuji Photo Film Co.

Part VI: Comprehensive Cases

Microsoft Corporation
Enterprise Rent-A-Car
Intel Corporation
Pfizer, Inc. Animal Health Products (B)
Martha Stewart Inc.
Avon Products Corporation
Blair Water Purifiers India
Murphy Brewery Ireland, Ltd.
Apple Computer Inc.
International Business Machines
L’Oreal Nederland B.V.
The National Bicycle Industrial Co.
Camar Automotive Hoist
Sone and Lewis
Hewlett-Packard, Co.
Quaker Oats Company
CUTCO International
Longevity Healthcare Systems
SystemSoft Corporation
American Express Corporate Services
Powertron Corporation
Cima Mountaineering

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