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Full Description
"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.
Contents
Part 1Chapter 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
