Strategic Marketing - Brossura

Cravens, David; Piercy, Nigel

Brossura

ISBN 10: 0071326235 ISBN 13: 9780071326230

Casa editrice: McGraw-Hill Education / Asia, 2012

Riassunto

Designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation, this text and casebook discusses the concepts and processes for gaining a competitive advantage in the marketplace. The new edition of Strategic Marketing 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, examining 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.

Su questo libro

Contenuti:

Part I: Strategic Marketing

Chapter 1 Imperatives for Market-Driven Strategy

Appendix 1A Strategic Marketing Planning

Cases for Part I

Part II: Markets, Segments, and Customer Value

Chapter 2 Markets And Competitive Space

Appendix 2A Financial Analysis for Marketing Planning and Control

Chapter 3 Strategic Market Segmentation

Chapter 4 Strategic Customer Relationship Management

Chapter 5 Capabilities For Learning About Customers and Markets

Cases for Part II

Part III: Designing Market-Driven Strategies

Chapter 6 Market Targeting and Strategic Positioning

Chapter 7 Strategic Relationships

Chapter 8 Innovation and New Product Strategy

Cases for Part III

Part IV: Market-Driven Program Development

Chapter 9 Strategic Brand Management

Chapter 10Value Chain Strategy

Chapter 11 Pricing Strategy

Chapter 12Promotion, Advertising and Sales Promotion Strategies

Chapter 13Sales Force, Internet and Direct Marketing Strategies

Cases for Part IV

Part V: Implementing and Managing Market-Driven Strategies

Chapter 14Designing Market-Driven Organizations

Chapter 15Marketing Strategy Implementation and Control

Appendix 15A Marketing Metrics

Cases for Part V

Part VI: Comprehensive Cases

Su questa edizione

• Editore: McGraw-Hill Education / Asia
• Data di pubblicazione: 2012
• ISBN 10: 0071326235
• ISBN 13: 9780071326230
• Rilegatura: Copertina flessibile
• Numero di pagine: 768