by David W. Cravens, Nigel Piercy · McGraw-Hill Education · tapa blanda · ISBN 9780071244329
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«Strategic Marketing» is the eighth edition of the strategic marketing textbook by David W. Cravens and Nigel Piercy, published by McGraw-Hill in paperback (736 pages, in English).
Textbook and casebook on achieving competitive advantage through a market-oriented marketing strategy. It examines the role of technology, service and customer relationships, pricing and the global economy, and includes real cases of companies that build and apply effective strategies.
Corresponds to the McGraw-Hill international edition, published in 2005; the original work appeared in 1982.
Aimed at students and professionals in marketing and business management seeking an applied perspective on commercial strategy.
