Strategic marketing / David W. Cravens, Nigel F. Piercy.

By:

Cravens, David W

Contributor(s):

Piercy, Nigel

Material type: Text

TextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill Irwin, c2003.Edition: 7th edDescription: xviii, 843 p. : ill. ; 26 cmISBN:

9780072466652

Subject(s):

DDC classification:

658.802 CRA

Online resources:

Contents:

Market-driven strategy Market-driven analysis Designing market-driven strategies Market-focused program development Implementing and managing market-driven strategies Comprehensive cases

Summary: "Strategic Marketing 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 Science;s 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."--Publisher description

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.802 CRA (Browse shelf(Opens below))	1	Available		0048149

Total holds: 0

Includes bibliographical references and indexes.

Market-driven strategy
Market-driven analysis
Designing market-driven strategies
Market-focused program development
Implementing and managing market-driven strategies
Comprehensive cases

"Strategic Marketing 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 Science;s 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."--Publisher description

eng.

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