Synopses & Reviews
Strategic Marketing 8/e by Cravens and Piercy 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. The cases demonstrate how real companies build and implement effective strategies. Author David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Sciences Outstanding Marketing Educator Award. Co-author Nigel Piercy, has a particular research interest in market-led strategic change and sales management, for which he has attracted academic and practitioner acclaim in the UK and USA.
Table of Contents
Part 1: Strategic MarketingChapter 1 Market-Driven StrategyChapter 2 Corporate, Business and Marketing StrategyCases for Part INokia CorporationCharles Schwab Corporation McKinseyandCompanyPart II: Markets, Segments and Customer ValueChapter 3 Markets And Competitive SpaceChapter 4 Strategic Market SegmentationChapter 5 Capabilities For Continuous Learning About MarketsCases for Part II Wi-Fi Incorporated Nike Incorporated Campbell Soup Company JohnsonandJohnsonPart III: Designing Market-Driven StrategiesChapter 6 Market Targeting and Strategic PositioningChapter 7 Strategic RelationshipsCRM Appendix Chapter 8 Planning for New ProductsCases for Part III Samsung Electronics McDonalds Apex Chemical Company Cisco Systems, IncorporatedPart IV: Market-Driven Program DevelopmentChapter 9 Strategic Brand ManagementChapter 10 Value Chain StrategyChapter 11 Pricing Strategy And ManagementChapter 12 Promotion, Advertising and Sales Promotion StrategiesChapter 13 Sales Force, Internet and Direct Marketing StrategiesCases for Part IV Planet Starbucks HennesandMauritz Dell, Incorporated Sun Microsystems, IncorporatedPart V: Implementing and Managing Market-Driven StrategiesChapter 14 Designing Market-Driven OrganizationsChapter 15 Marketing Strategy Implementation and ControlCases for Part V Verizon Communications, Incorporated General Motors Corporation Yahoo! Incorporated PSA Peugeot Citroen SAPart VI: 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 LOreal Nederland A. T. Kearney Camar Automotive Hoist ProctorandGamble Corporation Hewlett-Packard Company Nanophase Technologies Corporation CUTCO International SmithandNephew – Innovex Sun Microsystems Telus Mobility Tri-Cities Community Bank Cima Mountaineering Incorporated