Strategic Marketing Management Cases W/ Excel Windows
This is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The author examines many components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. The text provides a strategic perspective and extends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science's Outstanding Marketing Educator Award.
Format:Hardcover
Language:English
ISBN:0075618877
ISBN13:9780075618874
Release Date:January 1999
Publisher:McGraw-Hill Companies
Length:696 Pages
Weight:2.52 lbs.
Dimensions:1.0" x 8.0" x 10.0"
Customer Reviews
2 ratings
AMAZING price, great condition
Published by Thriftbooks.com User , 15 years ago
This book was over $100 cheaper than anywhere else I found it. Great condition, too.
Market orientation, target market & strategies
Published by Thriftbooks.com User , 19 years ago
This casebook has a decision-making focus and addresses the challenges facing marketing managers today by reflecting priorities of a marketing manager: market orientation, growth strategies and target market strategies.
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