Strategic Marketing 10th Edition Cravens Test Bank

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Strategic Marketing 10th Edition Cravens Test Bank.

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Product Details:

  • ISBN-10 ‏ : ‎ 0078028906
  • ISBN-13 ‏ : ‎ 978-0078028908
  • Author:   David Cravens (Author), Nigel Piercy (Author)

Designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation, this text and casebook discusses the concepts and processes for gaining a competitive advantage in the marketplace. The new edition of Strategic Marketing 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, examining 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.

 

Table of Content:

Part 1: Strategic Marketing

Chapter 1 Imperatives for Market-Driven Strategy

Part II: Markets, Segments and Customer Value
Chapter 2 Markets And Competitive Space

Chapter 3 Strategic Market Segmentation

Chapter 4 Strategic Customer Relationship Management

Chapter 5 Capabilities For Learning About Customers and Markets

Part III: Designing Market-Driven Strategies
Chapter 6 Market Targeting and Strategic Positioning

Chapter 7 Strategic Relationships

Chapter 8 Innovation and New Product Strategy

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

Part V: Implementing and Managing Market-Driven Strategies
Chapter 14 Designing Market-Driven Organizations

Chapter 15 Marketing Strategy Implementation and Control

Part VI: Comprehensive Cases

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