Strategic Marketing (Hardcover, 6Rev ed)

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.

General

Imprint:	McGraw-Hill Companies
Country of origin:	United States
Series:	Irwin/McGraw-Hill Series in Marketing
Release date:	2001
First published:	July 1999
Authors:	David W. Cravens
Dimensions:	239 x 205 x 33mm (L x W x T)
Format:	Hardcover
Pages:	752
Edition:	6Rev ed
ISBN-13:	978-0-07-027543-0
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-07-027543-2
Barcode:	9780070275430

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