01483nam a2200217Ia 4500 CTU_112514 210402s9999 xx 000 0 und d 480000 658.802 C898 Cravens, David W. Strategic marketing David W. Cravens, Nigel F. Piercy Boston, MA. McGraw-Hill 2006 Strategic Marketing 8/e by Cravens and Piercy is a text and casebook that 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. 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. Author David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science�s Outstanding Marketing Educator Award. Co-author Nigel Piercy, has a particular research interest in market-led strategic change and sales management, for which he has attracted academic and practitioner acclaim in the UK and USA. Marketing,Marketing,Marketing Decision making,Management,Management,Case studies Minh Trung tâm Học liệu Trường Đại học Cần Thơ