Strategic marketing / David W. Cravens, Nigel F. Piercy.
Material type: TextSeries: 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
- 658.802 CRA
- HF5415.135 .C72 2006
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
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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 |
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658.802 BLY Marketing communications / | 658.802 COH The marketing plan / | 658.802 CRA Strategic marketing / | 658.802 CRA Strategic marketing / | 658.802 CRA Strategic marketing / | 658.802 CRA Strategic marketing / | 658.802 DAH Marketing communications : a brand narrative approach / |
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.