Strategic marketing

By:

Cravens, David W

Material type: Text

TextPublication details: McGraw Hill New Delhi 2016Edition: 8th EdDescription: xvii, 726p. PbkISBN:

9780070682603

Subject(s):

Marketing

DDC classification:

658.802 CRA

Online resources:

Click here to access online

Contents:

Part One: Strategic Marketing 1. Market-Driven Strategy 2. Corporate, Business and Marketing Strategy Cases for Part I Nokia Corporation Charles Schwab Corporation McKinsey & Company Part Two: Markets, Segments and Customer Values 3. Markets And Competitive Space 4. Strategic Market Segmentation 5. Capabilities For Continuous Learning About Markets Cases for Part II Wi-Fi Incorporated Nike Incorporated Campbell Soup Company Johnson & Johnson Part Three: Designing Market-Driven Strategies 6. Market Targeting and Strategic Positioning 7. Strategic Relationships CRM Appendix 8. Planning for New Products Cases for Part III Samsung Electronics McDonald’s Apex Chemical Company Cisco Systems, Incorporated Part Four: Market-Driven Program Development 9. Strategic Brand Management 10. Value Chain Strategy 11. Pricing Strategy And Management 12. Promotion, Advertising and Sales Promotion Strategies 13. Sales Force, Internet and Direct Marketing Strategies Cases for Part IV Planet Starbucks Hennes & Mauritz Dell, Incorporated Sun Microsystems, Incorporated Part Five: Implementing and Managing Market- Driven Strategies 14. Designing Market-Driven Organizations 15. Marketing Strategy Implementation and Control Cases for Part V Verizon Communications, Incorporated General Motors Corporation Yahoo! Incorporated PSA Peugeot Citroen SA Part Six: Comprehensive Cases Microsoft Corporation Samsung Electronics General Electric Appliances Slendertone Toyota Pfizer, Inc. Animal Health Products (A) Capital Dura-Plast, Incorporated Wal-Mart Blair Water Purifiers Murphy Brewery Ireland Limited Dairyland Seed Company International Business Machines L’Oreal Nederland T. Kearney Camar Automotive Hoist Proctor & Gamble Corporation Hewlett-Packard Company Nanophase Technologies Corporation CUTCO International Smith & Nephew – Innovex Sun Microsystems Telus Mobility Tri-Cities Community Bank Cima Mountaineering Incorporated

Summary: It 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.802 CRA (Browse shelf(Opens below))	Available		40612

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Indiana Books & Journals Rs.925/-

Part One: Strategic Marketing 1. Market-Driven Strategy
2. Corporate, Business and Marketing Strategy
Cases for Part I
Nokia Corporation
Charles Schwab Corporation
McKinsey & Company
Part Two: Markets, Segments and Customer Values 3. Markets And Competitive Space
4. Strategic Market Segmentation
5. Capabilities For Continuous Learning About Markets
Cases for Part II
Wi-Fi Incorporated
Nike Incorporated
Campbell Soup Company
Johnson & Johnson
Part Three: Designing Market-Driven Strategies 6. Market Targeting and Strategic Positioning
7. Strategic Relationships CRM Appendix
8. Planning for New Products
Cases for Part III
Samsung Electronics
McDonald’s
Apex Chemical Company
Cisco Systems, Incorporated
Part Four: Market-Driven Program Development 9. Strategic Brand Management
10. Value Chain Strategy
11. Pricing Strategy And Management
12. Promotion, Advertising and Sales Promotion Strategies
13. Sales Force, Internet and Direct Marketing Strategies
Cases for Part IV
Planet Starbucks
Hennes & Mauritz
Dell, Incorporated
Sun Microsystems, Incorporated
Part Five: Implementing and Managing Market- Driven Strategies 14. Designing Market-Driven Organizations
15. Marketing Strategy Implementation and Control
Cases for Part V
Verizon Communications, Incorporated
General Motors Corporation
Yahoo! Incorporated
PSA Peugeot Citroen SA
Part Six: Comprehensive Cases
Microsoft Corporation
Samsung Electronics
General Electric Appliances
Slendertone
Toyota
Pfizer, Inc. Animal Health Products (A)
Capital
Dura-Plast, Incorporated
Wal-Mart
Blair Water Purifiers
Murphy Brewery Ireland Limited
Dairyland Seed Company
International Business Machines
L’Oreal Nederland
T. Kearney
Camar Automotive Hoist
Proctor & Gamble Corporation
Hewlett-Packard Company
Nanophase Technologies Corporation
CUTCO International
Smith & Nephew – Innovex
Sun Microsystems
Telus Mobility
Tri-Cities Community Bank
Cima Mountaineering Incorporated

It 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.

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