Strategic Marketing

by David W. Cravens, Nigel Piercy

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.

Genres: Business, Reference

672 pages, Hardcover

First published January 1, 1982

Reviews

[Muhamad Ridwan]

this is good

[Mitha Basri]

I like

[Tahmid Rahman]

Good range of case studies at the end but often difficult to follow all the concepts due to the wordiness.

[Bob]

This textbook was used by Prof. Andrew Mitchell, Graduate School of Industrial Administration, Carnegie Mellon University, for a second-year MBA course in Strategic Marketing, Spring 1982.

[Hamid]

a thorough and conceptual based book

[Dustie]

Case studies usually add value, but this book is just made too long because of them. Also, the thin dull paper made reading all the more unpleasant.

[Maliha]

informative

[Sara]

want to read, it looks interesting.