Strategic marketing David W. Cravens and Nigel F. Piercy

Includes bibliographical references and index

Part 1: Strategic MarketingChapter 1 Imperatives for Market-Driven Strategy Appendix 1A Strategic Marketing Planning Cases for Part ICase 1-1 AudiCase 1-2 The New York Times.Case 1-3 Coca-Cola Co.Part II: Markets, Segments and Customer ValueChapter 2 Markets And Competitive Space Appendix 2A Financial Analysis for Marketing Planning and ControlChapter 3 Strategic Market SegmentationChapter 4 Strategic Customer Relationship ManagementChapter 5 Capabilities For Learning About Customers and MarketsCases for Part IICase 2-1 Pfizer Inc.Case 2-2 Ikea Case 2-3 China and India: Opportunities and ChallengesCase 2-4 Johnson & Johnson Part III: Designing Market-Driven StrategiesChapter 6 Market Targeting and Strategic PositioningChapter 7 Strategic Relationships Chapter 8 Innovation and New Product StrategyCases for Part IIICase 3-1 Walt Disney Co.Case 3-2 Intel Corp.Case 3-3 McDonald'sCase 3-4 Tesco PLCPart IV: Market-Driven Program DevelopmentChapter 9 Strategic Brand ManagementChapter 10Value Chain StrategyChapter 11 Pricing Strategy Chapter 12Promotion, Advertising and Sales Promotion StrategiesChapter 13Sales Force, Internet and Direct Marketing StrategiesCases for Part IVCase 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 StrategiesChapter 14Designing Market-Driven OrganizationsChapter 15Marketing Strategy Implementation and Control Appendix 15A Marketing MetricsCases for Part VCase 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 CasesCase 6-1 Microsoft Corp. (B)Case 6-2 Samsung ElectronicsCase 6-3 General Electric AppliancesCase 6-4 SlendertoneCase 6-5 ToyotaCase 6-6 Coca-Cola (B)Case 6-7 Keurig Inc.Case 6-8 Dura-Plast, Inc.Case 6-9 Wal-MartCase 6-10 Blair Water Purifiers IndiaCase 6-11 Murphy Brewery Ireland, LimitedCase 6-12 Dairyland Seed CompanyCase 6-13 International Business MachinesCase 6-14 L'Oreal Nederland B.VCase 6-15 ESPNCase 6-16 Cowgirl ChocolatesCase 6-17 Procter & Gamble Co.Case 6-18 Amazon.com Inc.Case 6-19 Nanophase Technologies CorporationCase 6-20 Cola Wars in ChinaCase 6-21 Smith & Nephew---InnovexCase 6-22 Sun Microsystems (B)Case 6-23 Telus MobilityCase 6-24 Tri-Cities Community BankCase 6-25 Cima Mountaineering Inc

This text and casebook 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.