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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.
David W. Cravens is Emeritus Professor of Marketing in the M. J. Neely School of Business at Texas Christian University.
Table of Contents
Imperatives for Market-Driven Strategy
A Strategic Marketing Planning
Cases for Part I
Charles Schwab Corp.
McKinsey & Co.
Markets, Segments and Customer Value
Markets And Competitive Space
A Financial Analysis for Marketing Planning and Control
Strategic Market Segmentation
Strategic Customer Relationship Management
Capabilities For Learning About Customers and Markets
Cases for Part II
Campbell Soup Company
Johnson & Johnson
Designing Market-Driven Strategies
Market Targeting and Strategic Positioning
Innovation and New Product Strategy
Cases for Part III
Samsung Electronics (A)
Apex Chemical Company
Cisco Systems Inc
Market-Driven Program Development
Strategic Brand Management
Value Chain Strategy
Promotion, Advertising and Sales Promotion Strategies
Sales Force, Internet and Direct Marketing Strategies
Cases for Part IV
Hennes & Mauritz
Sun Microsystems Inc. (A)
Implementing and Managing Market-Driven Strategies
Designing Market-Driven Organizations
Marketing Strategy Implementation and Control
A Marketing Metrics
Cases for Part V
Verizon Communications Inc.
General Motors Corp.
PSA Peugeot Citroeuml;n SA
Murphy Brewery Ireland, Limited
Dairyland Seed Company
International Business Machines
L'Oreal Nederland B.V
Camar Automotive Hoist
Procter & Gamble Co.
Nanophase Technologies Corporation
Smith & Nephew---Innovex
Sun Microsystems (B)
Tri-Cities Community Bank
Cima Mountaineering Inc.
Table of Contents provided by Publisher. All Rights Reserved.