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Cravens, David W.

Strategic marketing / David W. Cravens, Nigel F. Piercy. - 9th ed. - Boston : McGraw-Hill Irwin, c2009. - xv, 784 p. : ill., map ; 27 cm.

Includes bibliographical references and indexes.

This text and casebook 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.

ISBN: 9780073381008 (alk. paper) 0073381004 (alk. paper) 9780071263351 (pbk.) 0071263357 (pbk.)

LCCN: 2007049708

Subjects--Topical Terms:
Marketing--Decision making.
Marketing--Management.
Marketing--Management--Case studies.

LC Class. No.: HF5415.135 / .C72 2009

Dewey Class. No.: 658.8/02