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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.
Table of Contents
Part 1: Market-Driven Strategy
Chapter 1 Market Driven Strategy
Chapter 2 Business and Marketing
Cases for Part I
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
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
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
Virgin Group Ltd.
Sun Microsystems Inc.
Part V: Implementing and Managing Market-Driven Strategies