Strategic Marketing

by David W. Cravens

"Strategic Marketing, 8/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 authors examine 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. Author David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science's Outstanding Marketing Educator Award. Co-author Nigel Piercy, has a particular research interest in market-led strategic change and sales management, for which he has attracted academic and practitioner acclaim in the UK and USA.

Genres: Business, Reference

736 pages, Paperback

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.