Strategic marketing

Contributor(s):

Material type: Text

TextLanguage: English Publication details: McGraw-Hill, 2009Edition: 9ª edDescription: xv + 784 p. ; 25 cmISBN:

9780071263351

Subject(s):

Summary: Strategic Marketing 9/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 book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition 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 as instructors want to examine 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.

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Title notes ( 1 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF5415.135 CRA (Browse shelf(Opens below))	Available		B04727

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Previous	HF5415.13 SCU De Pepsi a Apple	HF5415.13 TRO La estrategia según Trout	HF5415.13 WOO Marketing planning	HF5415.135 CRA Strategic marketing	HF5415.135 SWA Cases in strategic marketing	HF5415.15 BUS The practitioner's guide to product management	HF5415.15 BUS The practitioner's guide to product management	Next

Strategic Marketing 9/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 book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition 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 as instructors want to examine 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.