TY  - BOOK
AU  - Cravens,David W.
TI  - Strategic marketing
SN  - 0070275432
AV  - HF5415.135 .C72 2
PY  - 2000///
CY  - Boston
PB  - Irwin/McGraw-Hill
KW  - Marketing
KW  - Decision making
KW  - Management
N1  - 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
ER  -