MTU Library Catalogue

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Strategic marketing / David W. Cravens, Nigel F. Piercy.

By: Cravens, David W.
Contributor(s): Piercy, Nigel.
Material type: materialTypeLabelBookSeries: McGraw-Hill/Irwin series in marketing.Publisher: Boston : McGraw-Hill Irwin, c2003Edition: 7th ed.Description: xviii, 843 p. : ill., maps ; 26 cm.ISBN: 0072466650; 9780072466652; 9780071151610.Subject(s): Marketing -- Decision making | Marketing -- Management | Marketing -- Management -- Case studies | Business & Management | Sales & marketing managementDDC classification: 658.8 CRA
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Kerry North Campus Library First Floor Main 658.8 CRA (Browse shelf(Opens below)) 1 Available 38888000525661
Total holds: 0

Includes bibliographical references and indexes.

Table of contents provided by Syndetics

  • Part I Market-Driven Strategy
  • Chapter 1 Market Driven Strategy
  • Chapter 2 Business and Marketing Case
  • 1-1 Bertelsmann AG - China Case
  • 1-2 Wal-Mart Case
  • 1-3 EuroDisney
  • Part II Situation Analysis
  • Chapter 3 Market Vision, Structure, and Analysis
  • Chapter 4 Segmenting Markets
  • Chapter 5 Continuous Learning about Markets Case
  • 2-1 Iridium Case
  • 2-2 Nike Case
  • 2-3 Campbell Soup
  • Part III Designing Market-Driven Strategies
  • Chapter 6 Market Targeting and Strategic Positioning
  • Chapter 7 Relationship Strategies
  • Chapter 8 Planning for New Products Case
  • 3-1 Johnson & Johnson Case
  • 3-2 McDonald's Case
  • 3-3 Apex Chemical Company
  • Part IV Market-Focused Program Development
  • Chapter 9 Strategic Brand Management
  • Chapter 10 Managing Value Chain Relationships
  • Chapter 11 Pricing Strategy
  • Chapter 12 Promotion, Advertising, and Sales Promotion Strategies
  • Chapter 13 Sales Force and Direct Marketing Strategies Case
  • 4-1 Hill's Science Diet Pet Food Case
  • 4-2 Hewlett-Packard Company Case
  • 4-3 Yoplait USA
  • Part V Implementing and Managing Market-Driven Strategies
  • Chapter 14 Designing Market-Driven Organizations
  • Chapter 15 Strategy Implementation and Control Case
  • 5-1 Airbus Case
  • 5-2 United States Tobacco Company Case
  • 5-3 Motorola
  • Part VI Comprehensive Cases Case
  • 6-1 Coca-Cola (Japan) Company Case
  • 6-2 SystemSoft Corporation Case
  • 6-3 Cima Mountaineering, Inc. Case
  • 6-4 CUTCO International Case
  • 6-5 Highlights for Children, Inc. Case
  • 6-6 L'Oreal Nederland BV Case
  • 6-7 Capital Case
  • 6-8 Corporation Case
  • 6-9 During AG (Fottle) Case
  • 6-10 Optical Fiber Corporation Case
  • 6-11 Murphy Brewery Ireland, Limited Case
  • 6-12 Golden Valley Microwave Foods, Inc. Case
  • 6-13 The Bacova Guild, Ltd. (A) Case
  • 6-14 Powrtron Corporation Case
  • 6-15 Wind Technology Case
  • 6-16 Dunkin' Donuts Case
  • 6-17 Stone & Lewis Case
  • 6-18 Konark Television India Case
  • 6-19 Wentworth Industrial Cleaning Supplies Case
  • 6-20 LoJack Corporation