Strategic Marketing (English, Paperback, Cravens David)

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