Strategic Marketing (Mcgraw-hill/irwin Series in Marketing) （7 SUB）

Strategic Marketing (Mcgraw-hill/irwin Series in Marketing) （7 SUB）

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  • 製本 Hardcover:ハードカバー版／ページ数 843 p.
  • 言語 ENG
  • 商品コード 9780072466652
  • DDC分類 658.802

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 12 Business and MarketingCases for Part I Nokia Corporation Polaroid Corporation EuroDisneyPart II: Market-Driven AnalysisChapter 3 Market Vision, Structure, and AnalysisChapter 4 Segmenting MarketsChapter 5 Continuous Learning about MarketsCases for Part II Gatorade Nike Campbell Soup Pfizer, Inc. Animal Health ProductsPart III: Designing Market-Driven StrategiesChapter 6 Market Targeting and Strategic PositioningChapter 7 Relationship StrategiesChapter 8 Planning for New ProductsCases for Part III Samsung Electronics McDonald's Apex Chemical Dunkin DonutsPart IV: Market-Focused Program DevelopmentChapter 9 Strategic Brand ManagementChapter 10 Managing Value Chain RelationshipsChapter 11 Pricing StrategyChapter 12 Promotion, Advertising, and Sales Promotion StrategiesChapter 13 Sales Force, Internet, and Direct Marketing StrategiesCases for Part IV Amazon.com Pier 1 Virgin Group Ltd. Sun Microsystems Inc.Part V: Implementing and Managing Market-Driven StrategiesChapter 14 Designing Market-Driven OrganizationsChapter 15 Strategy Implementation and ControlCases 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