Strategic Marketing by Cravens, David W.; Piercy, Nigel;

Hosszú leírás:

Strategic Marketing 9/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 book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition 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 as instructors want to examine 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.

Strategic Marketing 9/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 book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition 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 as instructors want to examine 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.

Tartalomjegyzék:

Part 1: Strategic Marketing
1 Imperatives for Market-Driven Strategy
2 Markets And Competitive Space
3 Strategic Market Segmentation
4 Strategic Customer Relationship Management
5 Capabilities For Learning About Customers and Markets

Cases for Part II
Case 2-1 Pfizer Inc.
Case 2-2 Ikea
Case 2-3 China and India: Opportunities and Challenges
Case 2-4 Johnson & Johnson

Part III: Designing Market-Driven Strategies
6 Market Targeting and Strategic Positioning
7 Strategic Relationships
8 Innovation and New Product Strategy

Cases for Part III
Case 3-1 Walt Disney Co.
Case 3-2 Intel Corp.
Case 3-3 McDonald's
Case 3-4 Tesco PLC

Part IV: Market-Driven Program Development
9 Strategic Brand Management
10 Value Chain Strategy
11 Pricing Strategy
12 Promotion, Advertising and Sales Promotion Strategies
13 Sales Force, Internet and Direct Marketing Strategies
Cases for Part IV
Case 4-1 Microsoft Corp. (A).
Case 4-2 Nike Inc.
Case 4-3 Dell Inc.
Case 4-4 Hewlett-Packard Co.

Part V: Implementing and Managing Market-Driven Strategies
14 Designing Market-Driven Organizations
15 Marketing Strategy Implementation and Control
Appendix 15A Marketing Metrics

Cases for Part V
Case 5-1 Verizon Communications Inc.
Case 5-2 Home Depot Inc.
Case 5-3 Yahoo! Inc.
Case 5-4 Nissan Motor Co.
Part VI: Comprehensive Cases
Case 6-1 Microsoft Corp. (B)
Case 6-2 Samsung Electronics
Case 6-3 General Electric Appliances
Case 6-4 Slendertone
Case 6-5 Toyota
Case 6-6 Coca-Cola (B)
Case 6-7 Keurig Inc.
Case 6-8 Dura-Plast, Inc.
Case 6-9 Wal-Mart
Case 6-10 Blair Water Purifiers India
Case 6-11 Murphy Brewery Ireland, Limited
Case 6-12 Dairyland Seed Company
Case 6-13 International Business Machines
Case 6-14 L'Oreal Nederland B.V
Case 6-15 ESPN
Case 6-16 Cowgirl Chocolates
Case 6-17 Procter & Gamble Co.
Case 6-18 Amazon.com Inc.
Case 6-19 Nanophase Technologies CorporationvCase 6-20 Cola Wars in China
Case 6-21 Smith & Nephew---Innovex
Case 6-22 Sun Microsystems (B)
Case 6-23 Telus Mobility
Case 6-24 Tri-Cities Community Bank
Case 6-25 Cima Mountaineering Inc.