Strategic Marketing

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9780070275430: Strategic Marketing

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.

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The text examines the concepts and processes for gaining competitive advantage in the market place. It has been updated and revised to include new material and expanded treatment of topics such as market orientation, organizational learning, competing on capabilities and new organization designs.

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David W. Cravens
Published by Irwin Professional Pub (1999)
ISBN 10: 0070275432 ISBN 13: 9780070275430
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Emeritus Professor of Marketing David W Cravens
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Cravens, Emeritus Professor of Marketing David W
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