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Strategic marketing / David W. Cravens [and] Nigel F. Piercy

By: Contributor(s): Material type: TextTextSeries: The Irwin Series in MarketingPublication details: Boston : McGraw-Hill, [2003]Edition: International / 7th edDescription: xviii,843 p. : ill. ; 24cmISBN:
  • 9780072466652 (student alk. paper)
  • 9780072466652 (student alk. paper)
Subject(s): Summary: A text and casebook discussing 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. They provide a strategic perspective and extend beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. This seventh edition contains new and revised applications, and updated or new cases from high profile companies at the end of each section
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Holdings
Item type Current library Collection Call number Status Date due Barcode
General General ATU Dublin Road General Shelves 658.802 CRA (Browse shelf(Opens below)) Available J124502
General General ATU Dublin Road General Shelves 658.802 CRA (Browse shelf(Opens below)) Available J124501
General General ATU Dublin Road General Shelves Donation 658.802 CRA (Browse shelf(Opens below)) Available J122902

Includes bibliographical references and indexes

A text and casebook discussing 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. They provide a strategic perspective and extend beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. This seventh edition contains new and revised applications, and updated or new cases from high profile companies at the end of each section

First published: 1982

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