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Strategic marketing / David W. Cravens, Nigel F. Piercy.

By: Contributor(s): Material type: TextTextSeries: McGraw-Hill/Irwin series in marketing | McGraw-Hill/Irwin series in marketingPublication details: Boston, [Mass.] ; London : McGraw-Hill, 2006.Edition: 8th edDescription: xvii, 726 p. : ill. ; 26 cmISBN:
  • 9780071244329 (pbk.) :
  • 9780071244329
Subject(s): DDC classification:
  • 658.802 CRA
LOC classification:
  • HF5415.135 .C72 2006
Contents:
Part one: 1.Market-driven strategy -- 2.Corporate, business, and marketing strategy -- 2A.Appendix: financial analysis for marketing planning and control -- Part two: Markets, segments, and customer value -- 3.Markets and competitve space 3A.Appendix: forecasting guidelines -- 4.Strategic market segmentation -- 5.Capabilities for continuous learning about markets -- Part three: Designing market-driven strategies -- 6.Market targeting and strategic positioning -- 7.Strategic relationships -- 7A.Appendix: customer relationship management -- 8.Planning for new products -- Part four: Market-driven program development -- 9.Strategic brand management -- 10.Value-chain strattegy -- 11.Pricing strategy and management -- 12.Promtion, advertising, and sales promotion strategies -- Part five: Implementing and managing market-driven strategies -- 14.Designing market-driven organizations -- 15.Marketing strategy implementation and control -- Part six.Comprehensive cases.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.802 CRA (Browse shelf(Opens below)) 1 Available 203840
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.802 CRA (Browse shelf(Opens below)) 1 Available 202843
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.802 CRA (Browse shelf(Opens below)) 1 Available 202844

Previous ed.: Boston, Mass.; London: McGraw-Hill/Irwin, 2003.

Includes bibliographical references and index.

Part one: 1.Market-driven strategy -- 2.Corporate, business, and marketing strategy -- 2A.Appendix: financial analysis for marketing planning and control -- Part two: Markets, segments, and customer value -- 3.Markets and competitve space 3A.Appendix: forecasting guidelines -- 4.Strategic market segmentation -- 5.Capabilities for continuous learning about markets -- Part three: Designing market-driven strategies -- 6.Market targeting and strategic positioning -- 7.Strategic relationships -- 7A.Appendix: customer relationship management -- 8.Planning for new products -- Part four: Market-driven program development -- 9.Strategic brand management -- 10.Value-chain strattegy -- 11.Pricing strategy and management -- 12.Promtion, advertising, and sales promotion strategies -- Part five: Implementing and managing market-driven strategies -- 14.Designing market-driven organizations -- 15.Marketing strategy implementation and control -- Part six.Comprehensive cases.

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