ISBN 9780070682603,Strategic Marketing

Strategic Marketing

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ISBN 9780070682603

Tata McGraw - Hill Education

Publication Year 2009

ISBN 9780070682603

ISBN-10 0070682607


Edition 8th
Number of Pages 744 Pages
Language (English)


It 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. Key Features Emphasis on topics such as strategy, ethics, Internet, cross-functional relationships, innovation, and global applications Customer Relationship Management covered in several chapters Coverage of topics like brand identity, brand strategy, and brand portfolio management Special attention has been given to Marketing Metrics throughout the book 28 New Cases Internet Features are included in all chapters TABLE OF CONTENTS Part One: Strategic Marketing 1. Market-Driven Strategy 2. Corporate, Business and Marketing Strategy Cases for Part I Nokia Corporation Charles Schwab Corporation McKinsey & Company Part Two: Markets, Segments and Customer Values 3. Markets And Competitive Space 4. Strategic Market Segmentation 5. Capabilities For Continuous Learning About Markets Cases for Part II Wi-Fi Incorporated Nike Incorporated Campbell Soup Company Johnson & Johnson Part Three: Designing Market-Driven Strategies 6. Market Targeting and Strategic Positioning 7. Strategic Relationships CRM Appendix 8. Planning for New Products Cases for Part III Samsung Electronics McDonald's Apex Chemical Company Cisco Systems, Incorporated Part Four: Market-Driven Program Development 9. Strategic Brand Management 10. Value Chain Strategy 11. Pricing Strategy And Management 12. Promotion, Advertising and Sales Promotion Strategies 13. Sales Force, Internet and Direct Marketing Strategies Cases for Part IV Planet Starbucks Hennes & Mauritz Dell, Incorporated Sun Microsystems, Incorporated Part Five: Implementing and Managing Market- Driven Strategies 14. Designing Market-Driven Organizations 15. Marketing Strategy Implementation and Control Cases for Part V Verizon Communications, Incorporated General Motors Corporation Yahoo! Incorporated PSA Peugeot Citroen SA Part Six: Comprehensive Cases Microsoft Corporation Samsung Electronics General Electric Appliances Slendertone Toyota Pfizer, Inc. Animal Health Products (A) Capital Dura-Plast, Incorporated Wal-Mart Blair Water Purifiers Murphy Brewery Ireland Limited Dairyland Seed Company International Business Machines L'Oreal Nederland T. Kearney Camar Automotive Hoist Proctor & Gamble Corporation Hewlett-Packard Company Nanophase Technologies Corporation CUTCO International Smith & Nephew Innovex Sun Microsystems Telus Mobility Tri-Cities Community Bank Cima Mountaineering Incorporated

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