000			01550cam a22002414a 4500
999			_c4080 _d4080
020			_a0070275432
020			_a9780070275430
020			_a0071169415
020			_a9780071169417
050	0	0	_aHF5415.135 _b.C72 2
100	1		_aCravens, David W.
245	1	0	_aStrategic marketing / _cDavid W. Cravens.
250			_a6th ed.
260			_aBoston : _bIrwin/McGraw-Hill, _c2000.
300			_axvi, 752 p. : _billus. ; _c25 cm.
440		4	_aThe Irwin/McGraw-Hill series in marketing
500			_aIncludes Index
505			_aChapter 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.
650		0	_aMarketing _xDecision making.
650		0	_aMarketing _xManagement.
650		0	_aMarketing _xManagement
942			_cBK