Strategic marketing
Material type: TextSeries: Irwin/McGraw-Hill series in marketingPublication details: Boston : . Irwin/McGraw-Hill, ©2000Edition: 6th edDescription: xvi, 752 pages : illustrationsISBN: 9780070275430 ; 0070275432 ; 9780071169417; 0071169415Subject(s): Marketing -- Decision makingDDC classification: 658.802Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
Reference Books | Main Library Reference | Reference | 658.802 CRA (Browse shelf(Opens below)) | Available | 006422 |
Includes index
Ch. 1. Market-driven strategy --
Ch. 2. Corporate, business, and marketing strategy --
App. 2A. Financial analysis for marketing planning and control --
Ch. 3. Markets and competitive space --
App. 3A. Forecasting guidelines --
Ch. 4. Strategic market segmentation --
Ch. 5. Capabilities for continuous learning about markets --
Ch. 6. Market targeting and strategic positioning --
Ch. 7. Strategic relationships --
App. 7A. Customer relationship management (CRM) --
Ch. 8. Planning for new products --
Ch. 9. Strategic brand management --
Ch. 10. Value-chain strategy --
Ch. 11. Pricing strategy and management --
Ch. 12. Promotion, advertising, and sales promotion strategies --
Ch. 13. Sales force, Internet, and direct marketing strategies --
Ch. 14. Designing market-driven organizations --
Ch. 15. Marketing strategy implementation and control.
This text examines the concepts and processes for gaining competitive advantage in the marketplace. It has been updated and revised to include new material and expanded treatment of topics such as market orientation, organizational learning, competing on capabilities and new organization designs.
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