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Detalles de la obra

Título:
Strategic marketing
Autor(es):
Cravens, David W.; Piercy, Nigel F.
Pie de imprenta:
Boston: McGraw-Hill, 2003
Edición:
7th.ed.
Descripción física:
xviii, 843 p. diagrs., grafs.
Idioma:
Inglés
ISBN:
978-0-07-246665-2
Resumen:
Contiene: Part I: Market-driven strategy. Chapter 1. Market driven strategy. Chapter 2. Business and marketing Cases : Nokia Corporation, Polaroid Corporation, Eurodisney.- Part Iii. Market-driven analysis. Chapter 3. Market vision, structure, and analysis. Chapter 4. Segmenting markets. Chapter 5. Continuous learning about markets. Cases: Gatorade, Nike, Campbell Soup, Pfizer Inc., Animal Health Products.- Part III. Designing market-driven strategies. Chapter 6. Market targeting and strategic positioning. Chapter 7. Relationship strategies. Chapter 8. Planning for new products. Cases: Samsung Electronics, Mcdonald’s, Apex Chemical, Dunkin’ Donuts.- Part IV. Market-focused program development. Chapter 9. Strategic brand management. Chapter 10. Managing value chain relationships. Chapter 11. Pricing strategy. Chapter 12. Promotion, advertising, and sales promotion strategies. Chapter 13. Sales force, internet, and direct marketing strategies. Cases: Amazon.com, Pier 1Imports, Virgin Group ltd., Sun Microsystems inc. - Part V. Implementing and managing market-driven strategies. Chapter 14. Designing market-driven organizations. Chapter 15. Strategy implementation and control. Cases: Oracle corporation, Ford Motor Co., Fuji Photo Film co.- Part VI. Cases: Microsoft Corporation, Toys’R’ us, Enterprise rent-a-car, Slendertone, Intel corporation, Pfizer, inc., Animal health products (b), Captial, Martha Stewart inc., Avon products corporation, Komark Television India, Murphy Brewery Ireland, ltd., Apple computer inc., International Business Machines, L’oreal Nederland B.V., A.T. Keraney, Camar Automotive Hoist, Stone & Llewis, Hewlett-Packard, co., Quaker Oats Company, CUTCO International, Longevity Helathcare Systems, Sytemsoft Corporation, American Express Corporate Services, Powertron Corporation, Cima Mountaineering.
Referencias bibliográficas:
Incluye Bibliografía
Título serie:
McGraw-Hill Series in Marketing
Ubicación física:
658.834 1 / CRA
Tipo de material:
[Material Impreso]