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Strategic Marketing
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Artikel-Nr:
9780070275430
Veröffentl:
1999
Erscheinungsdatum:
01.07.1999
Seiten:
752
Autor:
David W. Cravens
Gewicht:
1406 g
Format:
239x205x33 mm
Serie:
Irwin/McGraw-Hill Series in Ma
Sprache:
Englisch
Beschreibung:
Strategic Marketing is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The author examines 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. David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Sciences Outstanding Marketing Educator Award.