Strategic Marketing 10/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 book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition uses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective as instructors want to examine marketing strategy beyond the traditional emphasis on marketing functions. The length and design of the book offer flexibility in the use of the text material and cases. New features and updated cases have made this text the most relevant text in the market today.
PART I: STRATEGIC MARKETING
Ch 1 Imperatives for Market-Driven Strategy
Appendix 1A Strategic Marketing Planning
Cases for Part I
PART II: MARKETS, SEGMENTS, AND CUSTOMER VALUE
Ch 2 Markets And Competitive Space
Appendix 2A Financial Analysis for Marketing Planning and Control
Ch 3 Strategic Market Segmentation
Ch 4 Strategic Customer Relationship Management
Ch 5 Capabilities For Learning About Customers and Markets
Cases for Part II
PART III: DESIGNING MARKET-DRIVEN STRATEGIES
Ch 6 Market Targeting and Strategic Positioning
Ch 7 Strategic Relationships
Ch 8 Innovation and New Product Strategy
Cases for Part III
PART IV: MARKET-DRIVEN PROGRAM DEVELOPMENT
Ch 9 Strategic Brand Management
Ch 10 Value Chain Strategy
Ch 11 Pricing Strategy
Ch 12 Promotion, Advertising and Sales Promotion Strategies
Ch 13 Sales Force, Internet and Direct Marketing Strategies
Cases for Part IV
PART V: Implementing and Managing Market-Driven Strategies
Ch 14 Designing Market-Driven Organizations
Ch 15 Marketing Strategy Implementation and Control
Appendix 15A Marketing Metrics
Cases for Part V
PART VI: COMPERHENSVIE CASES
作者：David Cravens
現職：Texas Christian University
作者：Nigel Piercy
現職：Warwick University