Strategic marketing
Analytics: Show analyticsPublication details: Chennai McGraw Hill Education (India) Private Limited 2016Edition: 8Description: xvii, 726 PaperISBN:- 978-0-07-068260-3
- 658.802/Cra/Pie
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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
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.
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