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Cravens, David W.

Strategic marketing / David W. Cravens. - 6th ed. - Boston : Irwin/McGraw-Hill, 2000. - xvi, 752 p. : illus. ; 25 cm. - The Irwin/McGraw-Hill series in marketing .

Includes Index

Chapter 1: Market-Driven Strategy
Chapter 2: Corporate, Business and Marketing Strategy
App. 2A. Financial Analysis for Marketing Planning and Control
Chapter 3: Markets and Competitive Space
App. 3A. Forecasting Guidelines
Chapter 4: Strategic Market Segmentation
Chapter 5: Capabilities for Continuous Learning About Markets
Chapter 6: Market Targeting and Strategic Positioning
Chapter 7: Strategic Relationships
App. 7A. Customer Relationship Management (CRM)
Chapter 8: Planning for New Products
Chapter 9: Strategic Brand Management
Chapter 10: Value-Chain Strategy
Chapter 11: Pricing Strategy and Management
Chapter 12: Promotion, Advertising and Sales Promotion Strategies
Chapter 13: Sales Force, Internet and Direct Marketing Strategies
Chapter 14: Designing Market-Driven Organizations
Chapter 15: Marketing Strategy Implementation and Control.

ISBN: 0070275432 9780070275430 0071169415 9780071169417

Subjects--Topical Terms:
Marketing--Decision making.
Marketing--Management.
Marketing--Management

LC Class. No.: HF5415.135 / .C72 2