TY  - BOOK
AU  - Cravens,David W.
AU  - Piercy,Nigel
TI  - Strategic marketing
SN  - 9780071326230 (pbk.) :
PY  - 2013///
CY  - New York
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
KW  - Strategic planning
KW  - Case studies
KW  - Business and Management
KW  - eflch
N1  - Previous ed.: 2009; Includes bibliographical references and index; Specialized
N2  - 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
ER  -