This 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.
- ISBN10 0075618877
- ISBN13 9780075618874
- Publish Date March 1999
- Publish Status Active
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw Hill Higher Education
- Edition 6th edition
- Pages 696
- Language English