Strategic Marketing or The Natural Advantage of Nations

Strategic Marketing

Author: David W W Cravens

Strategic Marketing 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.

Table of Contents:

Ch. 1	Market-driven strategy	1
Ch. 2	Corporate, business, and marketing strategy	20
App. 2A	Financial analysis for marketing planning and control	45
Ch. 3	Markets and competitive space	71
App. 3A	Forecasting guidelines	94
Ch. 4	Strategic market segmentation	97
Ch. 5	Capabilities for continuous learning about markets	124
Ch. 6	Market targeting and strategic positioning	168
Ch. 7	Strategic relationships	189
App. 7A	Customer relationship management (CRM)	215
Ch. 8	Planning for new products	221
Ch. 9	Strategic brand management	264
Ch. 10	Value-chain strategy	292
Ch. 11	Pricing strategy and management	316
Ch. 12	Promotion, advertising, and sales promotion strategies	338
Ch. 13	Sales force, Internet, and direct marketing strategies	360
Ch. 14	Designing market-driven organizations	400
Ch. 15	Marketing strategy implementation and control	422

Book review: Acoustic and MIDI Orchestration for the Contemporary Composer or Illustrated Course Guide

The Natural Advantage of Nations: Business Opportunities, Innovation and Governance in the 21st Century

Author: Alan AtKisson

This book is more than just a "palliative care" guide for the planet—it is about innovation, solutions, competitiveness and profitability. At work, at home and as members of society, our generation has an obligation—and an exciting opportunity—to be part of the solution in restoring the balance. The authors present a bold vision for the future and demonstrate how we can get there, drawing on lessons of competitive advantage theory and the latest in sustainability, economics, innovation, business and governance theory and practice. The result is nothing less than the most authoritative and comprehensive guide to date, to building the new ecologically sustainable economy.

For further information about The Natural Edge Project and to view the book’s online companion.