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Cravens, David and Piercy, Nigel F. (2008) Strategic marketing. Higher Education . McGraw-Hill Irwin, Boston. ISBN 9780071263351

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Abstract

Strategic Marketing 9/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.

Item Type: Book
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
Series Name: Higher Education
Publisher: McGraw-Hill Irwin
Place of Publication: Boston
ISBN: 9780071263351
Date: April 2008
Number of Pages: 752
Status: Peer Reviewed
Publication Status: Published
Description: 9th edition
Version or Related Resource: Cravens, D. W. and Piercy, N. F. Strategic marketing. Boston: McGraw-Hill/Irwin, 2009.
Related URLs:
URI: http://wrap.warwick.ac.uk/id/eprint/44236

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