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Strategic Marketing

Auteur David W. Cravens
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Strategic Marketing
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Hoe tweedehands wil je het hebben?
Strategic Marketing
Strategic Marketing
Beetje gebruikt
13,10
444302064
ISBN
9780071244329
Bindwijze
Paperback
Taal
Engels
Auteur
David W. Cravens
Uitgeverij
Mcgraw-Hill Education - Europe
Jaar van uitgifte
2005
Aantal pagina's
736

Waar gaat het over?

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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