Strategic marketing /
David W. Cravens, Nigel F. Piercy.
- 7th ed.
- Boston, [Mass.] ; London : McGraw-Hill/Irwin, c2003.
- xviii, 843 p. : ill., facsims., maps, port. ; 26 cm.
- McGraw-Hill/Irwin series in marketing .
- McGraw-Hill/Irwin series in marketing .
Previous ed.: 2000.
Includes bibliographical references and index.
This textbook discusses the concepts and processes for gaining the competitive advantage in the marketplace. It examines many components of a market-driven strategy, including technology, customer service, pricing and the global economy.
Marketing--Decision making Marketing--Management Strategic planning. Marketing--Management--Case studies Business and Management. Sales & marketing management