Strategic Marketing

David W. Cravens, Nigel F. Piercy

736 pages, parution le 01/06/2005 (8^eme édition)

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Résumé

Strategic Marketing 8/e 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.

Sommaire

I: Strategic Marketing
- Chapter 1 Market-Driven Strategy
- Chapter 2 Corporate, Business and Marketing Strategy
- Cases for Part I
- Nokia Corporation
- Charles Schwab Corporation
- McKinsey & Company
II: Markets, Segments and Customer Value
- Chapter 3 Markets And Competitive Space
- Chapter 4 Strategic Market Segmentation
- Chapter 5 Capabilities For Continuous Learning About Markets
- Cases for Part II
- Wi-Fi Incorporated
- Nike Incorporated
- Campbell Soup Company
- Johnson & Johnson
III: Designing Market-Driven Strategies
- Chapter 6 Market Targeting and Strategic Positioning
- Chapter 7 Strategic Relationships CRM Appendix
- Chapter 8 Planning for New Products
- Cases for Part III
- Samsung Electronics
- McDonald's
- Apex Chemical Company
- Cisco Systems, Incorporated
IV: Market-Driven Program Development
- Chapter 9 Strategic Brand Management
- Chapter 10 Value Chain Strategy
- Chapter 11 Pricing Strategy And Management
- Chapter 12 Promotion, Advertising and Sales Promotion Strategies
- Chapter 13 Sales Force, Internet and Direct Marketing Strategies
- Cases for Part IV
- Planet Starbucks
- Hennes & Mauritz
- Dell, Incorporated
- Sun Microsystems, Incorporated
V: Implementing and Managing Market-Driven Strategies
- Chapter 14 Designing Market-Driven Organizations
- Chapter 15 Marketing Strategy Implementation and Control
- Cases for Part V
- Verizon Communications, Incorporated
- General Motors Corporation
- Yahoo! Incorporated
- PSA Peugeot Citroen SA
VI: Comprehensive Cases
- Microsoft Corporation
- Samsung Electronics
- General Electric Appliances
- Slendertone
- Toyota
- Pfizer, Inc. Animal Health Products (A)
- Capital
- Dura-Plast, Incorporated
- Wal-Mart
- Blair Water Purifiers
- Murphy Brewery Ireland Limited
- Dairyland Seed Company
- International Business Machines
- L'Oreal Nederland
- A. T. Kearney
- Camar Automotive Hoist
- Proctor & Gamble Corporation
- Hewlett-Packard Company
- Nanophase Technologies Corporation
- CUTCO International
- Smith & Nephew ' Innovex
- Sun Microsystems
- Telus Mobility
- Tri-Cities Community Bank
- Cima Mountaineering Incorporated

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	David W. Cravens, Nigel F. Piercy
Parution	01/06/2005
Édition	8^eme édition
Nb. de pages	736
Format	20 x 25,5
Couverture	Broché
Poids	1265g
Intérieur	Noir et Blanc
EAN13	9780071244329
ISBN13	978-0-07-124432-9