9780070275430

Strategic Marketing

  • ISBN 13:

    9780070275430

  • ISBN 10:

    0070275432

  • Format: Hardcover
  • Copyright: 07/01/1999
  • Publisher: McGraw-Hill College
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

Strategic Marketing is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The author examines 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. David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Sciences Outstanding Marketing Educator Award.

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