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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: 658.802
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.802 CRA (Browse shelf(Opens below)) 1 Available 0065132
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.802 CRA (Browse shelf(Opens below)) 2 Available 0065131
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.802 CRA (Browse shelf(Opens below)) 3 Available 0065134
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.802 CRA (Browse shelf(Opens below)) 4 Available 0065133
Total holds: 0

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.

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