Strategic marketing management cases

The section headings, reflecting these priorities, are as follows: Market-Driven Strategy ; Market Orientation and Organizational Learning ; Growth Strategies; Market Target Strategies; Marketing Relationship Strategies; Marketing Program Development ; Planning, Organizing, and Implementing Marketing Plans and Assessing Performance.

Strategic marketing management cases

Cravens, David W. ; Crittenden, Victoria Lynn. ; Crittenden, Victoria L

Irwin/McGraw-Hill

1999

Abstract

This casebook has a decision-making focus and addresses the challenges facing marketing managers today. It is organized to reflect the priorities of a marketing manager: market orientation, growth strategies and target market strategies.

Strategic Marketing Management cases outlines the essentials of marketing theory and offers a structured approach to identifying, understanding, and solving marketing problems. This book presents a comprehensive framework for developing sound marketing strategies that guide business decisions involving product and service design, branding, pricing, sales promotion, communication, and distribution. The concepts, principles, and frameworks advanced in this book apply to a wide range of organizations, from startups to established enterprises, from packaged-goods manufacturers to value-added service providers, from nonprofit entities to for-profit corporations.

Citation

Cravens, David W. ; Crittenden, Victoria Lynn. ; Crittenden, Victoria L. Strategic marketing management cases, Irwin/McGraw-Hill, 1999.

Collection

Ngành Công nghệ dệt may (7540204)

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