Strategic marketing
著者
書誌事項
Strategic marketing
（Irwin/McGraw-Hill series in marketing）（McGraw-Hill international editions）（McGraw-Hill higher education）
McGraw-Hill, 2006
8th ed., international ed
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注記
Includes indexes
内容説明・目次
内容説明
Strategic Marketing 8/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 authors examine many components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. The text provides a strategic perspective and extends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. Author David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science's Outstanding Marketing Educator Award. Co-author Nigel Piercy, has a particular research interest in market-led strategic change and sales management, for which he has attracted academic and practitioner acclaim in the UK and USA.
目次
Part 1: Strategic MarketingChapter 1 Market-Driven StrategyChapter 2 Corporate, Business and Marketing StrategyCases for Part INokia CorporationCharles Schwab CorporationMcKinsey & CompanyPart II: Markets, Segments and Customer ValueChapter 3 Markets And Competitive SpaceChapter 4 Strategic Market SegmentationChapter 5 Capabilities For Continuous Learning About MarketsCases for Part IIWi-Fi IncorporatedNike IncorporatedCampbell Soup CompanyJohnson & JohnsonPart III: Designing Market-Driven StrategiesChapter 6 Market Targeting and Strategic PositioningChapter 7 Strategic RelationshipsCRM Appendix Chapter 8 Planning for New ProductsCases for Part IIISamsung ElectronicsMcDonald'sApex Chemical CompanyCisco Systems, IncorporatedPart IV: Market-Driven Program DevelopmentChapter 9 Strategic Brand ManagementChapter 10Value Chain StrategyChapter 11 Pricing Strategy And ManagementChapter 12Promotion, Advertising and Sales Promotion StrategiesChapter 13Sales Force, Internet and Direct Marketing StrategiesCases for Part IVPlanet StarbucksHennes & MauritzDell, IncorporatedSun Microsystems, IncorporatedPart V: Implementing and Managing Market-Driven StrategiesChapter 14Designing Market-Driven OrganizationsChapter 15Marketing Strategy Implementation and ControlCases for Part VVerizon Communications, IncorporatedGeneral Motors CorporationYahoo! IncorporatedPSA Peugeot Citroen SAPart VI: Comprehensive CasesMicrosoft CorporationSamsung ElectronicsGeneral Electric AppliancesSlendertoneToyotaPfizer, Inc. Animal Health Products (A)CapitalDura-Plast, IncorporatedWal-MartBlair Water Purifiers Murphy Brewery Ireland LimitedDairyland Seed CompanyInternational Business MachinesL'Oreal Nederland A. T. KearneyCamar Automotive HoistProctor & Gamble CorporationHewlett-Packard CompanyNanophase Technologies CorporationCUTCO InternationalSmith & Nephew - InnovexSun MicrosystemsTelus MobilityTri-Cities Community BankCima Mountaineering Incorporated
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