Strategic Marketing - Rilegato

Cravens, David; Piercy, Nigel

Rilegato

ISBN 10: 0072466650 ISBN 13: 9780072466652

Casa editrice: McGraw-Hill Education, 2002

Riassunto

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.

Su questo libro

Contenuti:

Part 1: Market-Driven Strategy

Chapter 1 Market Driven Strategy

Chapter 2 Business and Marketing

Cases for Part I

Nokia Corporation

Polaroid Corporation

EuroDisney

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

Gatorade

Nike

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

McDonald’s

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

Amazon.com

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

Toys-R-Us

Enterprise Rent-A-Car

Slendertone

Intel Corporation

Pfizer, Inc. Animal Health Products (B)

Captial

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

Product Description:

Book by Cravens David W Piercy Nigel

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2002
• ISBN 10: 0072466650
• ISBN 13: 9780072466652
• Rilegatura: Copertina rigida
• Numero di pagine: 843