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Strategic Marketing

ISBN: 9780071263351

Autor: Cravens

Editora: MCGRAW-HILL

Número de Páginas: 0

Idioma: Inglês

Data Edição: 2008

46,80 €52,00 €
Poupa: 5,20 € | desconto de 10%

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- 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 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.
- 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.
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.
Cravens

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