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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.
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New and revised applications found in the text and website keep this the most applied book on the market today. It analyses concepts and processes and makes the student put these components into practice through case studies, exercises, Internet exercises and discussion question.
50% Updated or New Cases. Cases from high profile companies are found at the end of each section. The cases help the student apply the concepts and methods discussed in the chapters and can be used for class discussion. They consider a wide variety of business environments (domestic and international, goods and services, organizations of different sizes).
Internet Coverage Updated and Improved. Internet exercises (Internet Application) at the end of each chapter provide students with an example of a company using the Internet in their market-driven strategy. This shows students how the Internet is put into practice at real companies.
Global Coverage Expanded. The text accentuates the global perspective by exploring the global dimensions of marketing strategy. This coverage is integrated in every chapter and considered in various cases and gives students a true picture of strategic marketing all over the world. New co-author Nigel Piercy's has worked as a consultant and workshop speaker/facilitator with many organizations throughout the world, specializing in issues of market strategy, planning and implementation. His current research focuses on the area of strategic sales management and the marketing/sales interface in companies, as part of an international research collaboration with academics and companies.
Contemporary Topics Addressed. The authors continue to integrate and update coverage of strategic relationships, organizational learning, mass customization, teamwork, databases, activity-based costs, value-migration, competitive benchmarking, competing on capabilities, and new organizational forms. Integration of these topics reflects how thorough this revision is and how current the coverage and cases are. This type of coverage prepares students for the marketing environment today and the future.
Students learn by doing. The text analyses concepts and processes and makes the student put these components into practice through case studies, exercises, Internet exercises and discussion question.
Process Perspective. Strategic Marketing uses a Process Perspective to examine key concepts and issues involved in selecting strategies and expands beyond the traditional focus on the marketing mix. This allows students to visualize direct applications of the concepts and place these concepts in the context of the working world.
Implementation. Strategic Marketing investigates the components of a market-driven strategy, with clear emphasis on how to execute strategic analysis and planning. This too, allows students to visualize direct applications of the concepts and place these concepts in the context of the working world.
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