Strategic Marketing
Strategic Marketing
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Summary
Discusses the concepts and processes that aim to gain the competitive advantage in the marketplace. This title examines the components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. It also extends beyond the traditional focus on managing the marketing mix.
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Strategic Marketing by David Cravens
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.| SKU | Unavailable |
| ISBN 13 | 9780072966343 |
| ISBN 10 | 0072966343 |
| Title | Strategic Marketing |
| Author | David Cravens |
| Condition | Unavailable |
| Publisher | McGraw-Hill Education - Europe |
| Year published | 2005-03-16 |
| Number of pages | 752 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |