Articoli correlati a Strategic Marketing
Strategic Marketing 8/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 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.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Contenuti:
Part 1: Strategic Marketing
Chapter 1 Market-Driven Strategy
Chapter 2 Corporate, Business and Marketing Strategy
Cases for Part I
Nokia Corporation
Charles Schwab Corporation
McKinsey & Company
Part II: Markets, Segments and Customer Value
Chapter 3 Markets And Competitive Space
Chapter 4 Strategic Market Segmentation
Chapter 5 Capabilities For Continuous Learning About Markets
Cases for Part II
Wi-Fi Incorporated
Nike Incorporated
Campbell Soup Company
Johnson & Johnson
Part III: Designing Market-Driven Strategies
Chapter 6 Market Targeting and Strategic Positioning
Chapter 7 Strategic Relationships CRM Appendix
Chapter 8 Planning for New Products
Cases for Part III
Samsung Electronics
McDonald’s
Apex Chemical Company
Cisco Systems, Incorporated
Part IV: Market-Driven Program Development
Chapter 9 Strategic Brand Management
Chapter 10 Value Chain Strategy
Chapter 11 Pricing Strategy And Management
Chapter 12 Promotion, Advertising and Sales Promotion Strategies
Chapter 13 Sales Force, Internet and Direct Marketing Strategies
Cases for Part IV
Planet Starbucks
Hennes & Mauritz
Dell, Incorporated
Sun Microsystems, Incorporated
Part V: Implementing and Managing Market-Driven Strategies
Chapter 14 Designing Market-Driven Organizations
Chapter 15 Marketing Strategy Implementation and Control
Cases for Part V
Verizon Communications, Incorporated
General Motors Corporation
Yahoo! Incorporated
PSA Peugeot Citroen SA
Part VI: Comprehensive Cases
Microsoft Corporation
Samsung Electronics
General Electric Appliances
Slendertone
Toyota
Pfizer, Inc. Animal Health Products (A)
Capital
Dura-Plast, Incorporated
Wal-Mart
Blair Water Purifiers
Murphy Brewery Ireland Limited
Dairyland Seed Company
International Business Machines
L’Oreal Nederland
A. T. Kearney
Camar Automotive Hoist
Proctor & Gamble Corporation
Hewlett-Packard Company
Nanophase Technologies Corporation
CUTCO International
Smith & Nephew – Innovex
Sun Microsystems
Telus Mobility
Tri-Cities Community Bank
Cima Mountaineering Incorporated
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
- EditoreMcGraw-Hill Education
- Data di pubblicazione2005
- ISBN 10 0071244328
- ISBN 13 9780071244329
- RilegaturaCopertina flessibile
- Numero di pagine736
- Valutazione libreria
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Descrizione libro Condizione: Good. Ships from the UK. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages. Codice articolo 8273707-6
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Descrizione libro Condizione: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1300grams, ISBN:9780071244329. Codice articolo 9240430
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Descrizione libro Condizione: Sehr gut. Auflage: 8th Revised edition. 736 Seiten Buchecken etwas gestaucht, kleine Lagerspuren am Buch, Inhalt einwandfrei und ungelesen 414570 Sprache: Englisch Gewicht in Gramm: 1310 25,2 x 20,0 x 2,6 cm, Taschenbuch. Codice articolo 160695
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