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Strategic marketing

By: Cravens, David WMaterial type: Text

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: 658.802

Contents:

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.

Summary: 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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Item 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

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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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