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.

Table of Contents

Part 1: Strategic Marketing
Chapter 1 Imperatives for Market-Driven Strategy

Part II: Markets, Segments and Customer Value
Chapter 2 Markets And Competitive Space
Chapter 3 Strategic Market Segmentation
Chapter 4 Strategic Customer Relationship Management
Chapter 5 Capabilities For Learning About Customers and Markets

Part III: Designing Market-Driven Strategies
Chapter 6 Market Targeting and Strategic Positioning
Chapter 7 Strategic Relationships
Chapter 8 Innovation and New Product Strategy

Part IV: Market-Driven Program Development
Chapter 9 Strategic Brand Management
Chapter 10 Value Chain Strategy
Chapter 11 Pricing Strategy
Chapter 12 Promotion, Advertising and Sales Promotion Strategies
Chapter 13 Sales Force, Internet and Direct Marketing Strategies

Part V: Implementing and Managing Market-Driven Strategies
Chapter 14 Designing Market-Driven Organizations
Chapter 15 Marketing Strategy Implementation and Control

Part VI: Comprehensive Cases