Strategic marketing /
"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,...
Enregistré dans:
| Auteur principal: | |
|---|---|
| Autres auteurs: | |
| Format: | Livre |
| Publié: |
Boston :
McGraw-Hill Irwin,
c2003.
|
| Édition: | 7th ed. |
| Collection: | McGraw-Hill/Irwin series in marketing
|
| Sujets: | |
| Accès en ligne: | http://www.loc.gov/catdir/description/mh021/2002016549.html http://www.loc.gov/catdir/toc/mh021/2002016549.html |
| Tags: |
Ajouter un tag
Pas de tags, Soyez le premier à ajouter un tag!
|
| Résumé: | "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 |
|---|---|
| Description matérielle: | xviii, 843 p. : ill. ; 26 cm. |
| Bibliographie: | Includes bibliographical references and indexes. |
| ISBN: | 9780072466652 |