Strategic marketing
著者
書誌事項
Strategic marketing
McGraw-Hill/Irwin, c2009
9th ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
"Strategic Marketing 9/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 book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition uses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective as instructors want to examine marketing strategy beyond the traditional emphasis on marketing functions. The length and design of the book offer flexibility in the use of the text material and cases. New features and updated cases have made this text the most relevant text in the market today.
目次
Part 1: Strategic Marketing 1 Imperatives for Market-Driven Strategy 2 Markets And Competitive Space 3 Strategic Market Segmentation 4 Strategic Customer Relationship Management 5 Capabilities For Learning About Customers and Markets Cases for Part II Case 2-1 Pfizer Inc. Case 2-2 Ikea Case 2-3 China and India: Opportunities and Challenges Case 2-4 Johnson & Johnson Part III: Designing Market-Driven Strategies 6 Market Targeting and Strategic Positioning 7 Strategic Relationships 8 Innovation and New Product Strategy Cases for Part III Case 3-1 Walt Disney Co. Case 3-2 Intel Corp. Case 3-3 McDonald's Case 3-4 Tesco PLC Part IV: Market-Driven Program Development 9 Strategic Brand Management 10 Value Chain Strategy 11 Pricing Strategy 12 Promotion, Advertising and Sales Promotion Strategies 13 Sales Force, Internet and Direct Marketing Strategies Cases for Part IV Case 4-1 Microsoft Corp. (A). Case 4-2 Nike Inc. Case 4-3 Dell Inc. Case 4-4 Hewlett-Packard Co. Part V: Implementing and Managing Market-Driven Strategies 14 Designing Market-Driven Organizations 15 Marketing Strategy Implementation and Control Appendix 15A Marketing Metrics Cases for Part V Case 5-1 Verizon Communications Inc. Case 5-2 Home Depot Inc. Case 5-3 Yahoo! Inc. Case 5-4 Nissan Motor Co. Part VI: Comprehensive Cases Case 6-1 Microsoft Corp. (B) Case 6-2 Samsung Electronics Case 6-3 General Electric Appliances Case 6-4 Slendertone Case 6-5 Toyota Case 6-6 Coca-Cola (B) Case 6-7 Keurig Inc. Case 6-8 Dura-Plast, Inc. Case 6-9 Wal-Mart Case 6-10 Blair Water Purifiers India Case 6-11 Murphy Brewery Ireland, Limited Case 6-12 Dairyland Seed Company Case 6-13 International Business Machines Case 6-14 L'Oreal Nederland B.V Case 6-15 ESPN Case 6-16 Cowgirl Chocolates Case 6-17 Procter & Gamble Co. Case 6-18 Amazon.com Inc. Case 6-19 Nanophase Technologies CorporationvCase 6-20 Cola Wars in China Case 6-21 Smith & Nephew---Innovex Case 6-22 Sun Microsystems (B) Case 6-23 Telus Mobility Case 6-24 Tri-Cities Community Bank Case 6-25 Cima Mountaineering Inc.
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