Strategic marketing /
By: Cravens, David W.
Contributor(s): Piercy, Nigel.
Publisher: New York : McGraw-Hill, 2013Edition: 10th ed.Description: xviii, 653 pages : illustrations ; 27 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 9780078028908; 0078028906; 9780071326230; 0071326235.Subject(s): Marketing -- Decision making | Marketing -- Management | Strategic planning | Marketing -- Management -- Case studiesDDC classification: 658.802Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.802 CRA (Browse shelf(Opens below)) | 1 | Available | 0065132 | ||
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.802 CRA (Browse shelf(Opens below)) | 2 | Available | 0065131 | ||
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.802 CRA (Browse shelf(Opens below)) | 3 | Available | 0065134 | ||
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.802 CRA (Browse shelf(Opens below)) | 4 | Available | 0065133 |
Includes bibliographical references and indexes.
Imperatives for Market-Driven Strategy -- Markets And Competitive Space -- Strategic Market Segmentation -- Strategic Customer Relationship Management -- Capabilities For Learning About Customers and Markets -- Market Targeting and Strategic Positioning -- Strategic Relationships -- Innovation and New Product Strategy -- Strategic Brand Management -- Value Chain Strategy -- Pricing Strategy -- Promotion, Advertising and Sales Promotion Strategies -- Sales Force, Internet and Direct Marketing Strategies -- Designing Market-Driven Organizations -- Marketing Strategy Implementation and Control.
This text and casebook 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.