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 | | Strategic Marketing by David W. Cravens ISBN-10: 9780070275430 ISBN-10: 0-07-027543-2 ISBN-13: 9780070275430 ISBN-13: 978-0-07-027543-0 Hardcover 1999-07-09 McGraw-Hill Companies Find Lowest Price |
Editorials | ||
Product Description Strategic Marketing is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The author examines 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. David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science’s Outstanding Marketing Educator Award. | ||
Reviews | ||
Too complex While marketing is a complex subject, the authors are so caught up in the sounds of their academic prose. It assumes you remember concepts from previous chapters and does not do a good job of explaining important marketing concepts. It is very dry reading. The case studies are old even as of the print date. This book is so complex, that it is the first text book I have read that requires you to read all the side bar information. Unfortunately this book was chosen by a professor who is no longer teaching the class in my school's MBA program. The new teacher also feels the text book is way too complex to get much out of it. I expect material to be something I can understand, not "geek" speak! | ||