TY  - BOOK
AU  - Cravens, David W 
TI  - Strategic marketing
SN  - 9780070682603
U1  - 658.802 CRA 
PY  - 2016///
CY  - New Delhi
PB  - McGraw Hill
KW  - Marketing
N1  - 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
N2  - 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
UR  - https://www.mheducation.co.in/9780070682603-india-strategic-marketing
ER  -