Strategic marketing /
David W. Cravens, Nigel F. Piercy.
- 10th ed.
- New York : McGraw-Hill, �2013.
- xviii, 653 pages : illustrations ; 27 cm
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.
The tenth edition of Strategic Marketing by Cravens/Piercy ia 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. Part I provides an overview of market-driven strategy and business and marketing strategies. Part II considers markets, segments, customer relationships, and market sensing and learning processes. Part III provides the foundation for designing market-driven strategies. Part IV considers market-driven program development. Finally, Part V examines organization design and implementing and managing market-driven strategies. Decision process guidlines and applications are provided throughout the book to assist the reader in applying the analysis and strategy development approaches discussed in the text. The length and design of the book offer flexibility in the use of the text material and cases. Strategic Marketing examines the underlying logic and processes for designing and implementing market-driven strategies.