Price: Rs 2423.92
Pub Date: MAR-08
Publish Status: In Stock
Copyright Year: 2009
|About the book|| |
Strategic Marketing 9/e by Cravens and Piercy is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition uses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective as instructors want to examine marketing strategy beyond the traditional emphasis on marketing functions. The length and design of the book offer flexibility in the use of the text material and cases. New features and updated cases have made this text the most relevant text in the market today.
|Key features|| |
New and expanded scope-This new edition accentuates the global perspective in which the author team provides an extensive range of global involvement. This new scope allows students to recognize that competing in any market today requires a global perspective.
New and current applications of business marketing initiatives are included in every chapter. These new features allow students to examine strategy, innovations, relationships, global ethics and corporate responsibility, Internet, and metrics aspects of business practice. Applications stress the management of strategic relationships throughout the value chain.
Strategic customer relationship management- CRM is examined in a new chapter (Chapter 4), recognizing the escalating importance of this topic in business firms and its essential role in guiding marketing strategy.
Increased coverage of innovation and new product planning and strategic brand management throughout this new edition. Enhancing brand equity has become a top priority challenge in companies around the world as students need to be aware of this challenge.
21 New Cases out of a total of 44. Cases from high profile companies are found at the end of each section. The cases help the student apply the concepts and methods discussed in the chapters and can be used for class discussion. They consider a wide variety of business environments (domestic and international, goods and services, organizations of different sizes).
Topical coverage has been expanded to better position the book for teaching and learning in today’s rapidly changing business environment. Each chapter has been revised to help students incorporate new chapters and examples, improve readability and flow, and encourage the interest and involvement to the student.
Contemporary Topics Addressed. The authors continue to integrate and update coverage of strategic relationships, organizational learning, mass customization, teamwork, databases, activity-based costs, value-migration, competitive benchmarking, competing on capabilities, and new organizational forms. Integration of these topics reflects how thorough this revision is and how current the coverage and cases are. This type of coverage prepares students for the marketing environment today and the future.
Complete and expanded teaching resources-learning portfolio is available on the Instructor’s Resource CD-ROM. The Instructor’s Manual has been substantially revised and expanded to improve its effectiveness in supporting course planning, case discussion, and examination preparation. These features offer considerable flexibility in course design depending on the instructor’s objectives.
Students learn by doing. The text analyses concepts and processes and makes the student put these components into practice through case studies, exercises, Internet exercises and discussion questions.
Process Perspective. Strategic Marketing uses a Process Perspective to examine key concepts and issues involved in selecting strategies and expands beyond the traditional focus on the marketing mix. This allows students to visualize direct applications of the concepts and place these concepts in the context of the working world.
Global Coverage. The text accentuates the global perspective by exploring the global dimensions of marketing strategy. This coverage is integrated in every chapter and considered in various cases and gives students a true picture of strategic marketing all over the world. Co-author Nigel Piercy’s has worked as a consultant and workshop speaker/facilitator with many organizations throughout the world, specializing in issues of market strategy, planning and implementation. His current research focuses on the area of strategic sales management and the marketing/sales interface in companies, as part of an international research collaboration with academics and companies.
Implementation. Strategic Marketing investigates the components of a market-driven strategy, with clear emphasis on how to execute strategic analysis and planning. This too, allows students to visualize direct applications of the concepts and place these concepts in the context of the working world.
Internet Application. Internet exercises at the end of every chapter challenge students to examine the impact of the Internet on market-driven strategy and to use the Web as an analytical tool.
Feature Application. Exercises at the end of each chapter ask students to reexamine the highlighted features they read. Feature topics include strategy, ethics, Internet, cross-functional relationships, innovation and global applications.
3 Appendices-Marketing planning guidelines are provided in the Chapter 1 Appendix, financial analysis suggestions are included in the Chapter 2 Appendix, and marketing metrics are outlined in the Chapter 15 Appendix.
|Table of contents|| |
Part 1: Strategic Marketing
Chapter 1 Imperatives for Market-Driven Strategy
Appendix 1A Strategic Marketing Planning
Cases for Part I
Case 1–1 Audi
Case 1–2 The New York Times.
Case 1–3 Coca-Cola Co.
Part II: Markets, Segments and Customer Value
Chapter 2 Markets And Competitive Space
Appendix 2A Financial Analysis for Marketing Planning and Control
Chapter 3 Strategic Market Segmentation
Chapter 4 Strategic Customer Relationship Management
Chapter 5 Capabilities For Learning About Customers and Markets
Cases for Part II
Case 2–1 Pfizer Inc.
Case 2–2 Ikea
Case 2–3 China and India: Opportunities and Challenges
Case 2–4 Johnson & Johnson
Part III: Designing Market-Driven Strategies
Chapter 6 Market Targeting and Strategic Positioning
Chapter 7 Strategic Relationships
Chapter 8 Innovation and New Product Strategy
Cases for Part III
Case 3–1 Walt Disney Co.
Case 3–2 Intel Corp.
Case 3–3 McDonald's
Case 3–4 Tesco PLC
Part IV: Market-Driven Program Development
Chapter 9 Strategic Brand Management
Chapter 10 Value Chain Strategy
Chapter 11 Pricing Strategy
Chapter 12 Promotion, Advertising and Sales Promotion Strategies
Chapter 13 Sales Force, Internet and Direct Marketing Strategies
Cases for Part IV
Case 4–1 Microsoft Corp. (A).
Case 4–2 Nike Inc.
Case 4–3 Dell Inc.
Case 4–4 Hewlett-Packard Co.
Part V: Implementing and Managing Market-Driven Strategies
Chapter 14 Designing Market-Driven Organizations
Chapter 15 Marketing Strategy Implementation and Control
Appendix 15A Marketing Metrics
Cases for Part V
Case 5-1 Verizon Communications Inc.
Case 5-2 Home Depot Inc.
Case 5-3 Yahoo! Inc.
Case 5-4 Nissan Motor Co.
Part VI: Comprehensive Cases
Case 6-1 Microsoft Corp. (B)
Case 6-2 Samsung Electronics
Case 6-3 General Electric Appliances
Case 6-4 Slendertone
Case 6-5 Toyota
Case 6-6 Coca-Cola (B)
Case 6-7 Keurig Inc.
Case 6-8 Dura-Plast, Inc.
Case 6-9 Wal-Mart
Case 6-10 Blair Water Purifiers India
Case 6-11 Murphy Brewery Ireland, Limited
Case 6-12 Dairyland Seed Company
Case 6-13 International Business Machines
Case 6-14 L’Oreal Nederland B.V
Case 6-15 ESPN
Case 6-16 Cowgirl Chocolates
Case 6-17 Procter & Gamble Co.
Case 6-18 Amazon.com Inc.
Case 6-19 Nanophase Technologies Corporation
Case 6-20 Cola Wars in China
Case 6-21 Smith & Nephew---Innovex
Case 6-22 Sun Microsystems (B)
Case 6-23 Telus Mobility
Case 6-24 Tri-Cities Community Bank
Case 6-25 Cima Mountaineering Inc.