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.
Table of Contents
Part 1: Market-Driven StrategyChapter 1 Market Driven StrategyChapter 2 Business and MarketingCases for Part INokia CorporationPolaroid CorporationEuroDisneyPart II: Market-Driven AnalysisChapter 3 Market Vision, Structure, and AnalysisChapter 4 Segmenting MarketsChapter 5 Continuous Learning about MarketsCases for Part IIGatorade NikeCampbell SoupPfizer, 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 IIISamsung ElectronicsMcDonald'sApex ChemicalDunkin DonutsPart IV: Market-Focused Program DevelopmentChapter 9 Strategic Brand ManagementChapter 10Managing Value Chain RelationshipsChapter 11 Pricing StrategyChapter 12Promotion, Advertising, and Sales Promotion StrategiesChapter 13Sales Force, Internet, and Direct Marketing StrategiesCases for Part IVAmazon.comPier 1Virgin Group Ltd.Sun Microsystems Inc.Part V: Implementing and Managing Market-Driven StrategiesChapter 14Designing Market-Driven OrganizationsChapter 15Strategy Implementation and ControlCases for Part VOracle CorporationFord Motor Co.Fuji Photo Film Co.Part VI: Comprehensive CasesMicrosoft CorporationToys-R-UsEnterprise Rent-A-CarSlendertoneIntel CorporationPfizer, Inc. Animal Health Products (B)CaptialMartha Stewart Inc.Avon Products CorporationBlair Water Purifiers IndiaMurphy Brewery Ireland, Ltd.Apple Computer Inc.International Business MachinesL'Oreal Nederland B.V.The National Bicycle Industrial Co.Camar Automotive HoistSone and LewisHewlett-Packard, Co.Quaker Oats CompanyCUTCO InternationalLongevity Healthcare SystemsSystemSoft CorporationAmerican Express Corporate ServicesPowertron CorporationCima Mountaineering
by "Nielsen BookData"