Strategic marketing /
Cravens, David W.
Strategic marketing / David W. Cravens, Nigel F. Piercy. - 9th ed. - Boston : McGraw-Hill Irwin, 2009 - xv, 784 p. : ill., map ; 27 cm.
Imperatives for Market-Driven Strategy --
Markets And Competitive Space --
Strategic Market Segmentation --
Strategic Customer Relationship Management --
Capabilities For Learning About Customers and Markets --
Market Targeting and Strategic Positioning --
Strategic Relationships --
Innovation and New Product Strategy --
Strategic Brand Management --
Value Chain Strategy --
Pricing Strategy --
Promotion, Advertising and Sales Promotion Strategies --
Sales Force, Internet and Direct Marketing Strategies --
Designing Market-Driven Organizations --
Marketing Strategy Implementation and Control.
9780073381008 (alk. paper) 0073381004 (alk. paper)
Marketing--Decision making.
Marketing--Management.
658.802 / C898
Strategic marketing / David W. Cravens, Nigel F. Piercy. - 9th ed. - Boston : McGraw-Hill Irwin, 2009 - xv, 784 p. : ill., map ; 27 cm.
Imperatives for Market-Driven Strategy --
Markets And Competitive Space --
Strategic Market Segmentation --
Strategic Customer Relationship Management --
Capabilities For Learning About Customers and Markets --
Market Targeting and Strategic Positioning --
Strategic Relationships --
Innovation and New Product Strategy --
Strategic Brand Management --
Value Chain Strategy --
Pricing Strategy --
Promotion, Advertising and Sales Promotion Strategies --
Sales Force, Internet and Direct Marketing Strategies --
Designing Market-Driven Organizations --
Marketing Strategy Implementation and Control.
9780073381008 (alk. paper) 0073381004 (alk. paper)
Marketing--Decision making.
Marketing--Management.
658.802 / C898
