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内容简介：
提供客户满意的产品和服务，适应市场多样性，开发新产品，认清全球竞争挑战都需要有效的市场营销战略以获得并保持竞争优势。本书对在市场中获得竞争优势的观念和步骤逐个加以论述，重点讨论了营销战略分析与规划，内容涉及营销战略的概念、营销形势分析、营销战略的设计与实施，以及战略联盟、竞争性优势等全新概念。全书内容深入浅出、语言通俗流畅、大量的案例分析更使其具有极强的实用性。
作者简介：
戴维 W. 克雷文 (David W. Cravens)
德克萨斯教会大学M·J·尼雷工商管理学院教授。曾获得营销科学研究所颁发1996年度杰出营销教育奖。
目录：
part Ⅰ business and marketing strategies
1 Marketing Strategy and Planning
2 Business Strategy and Competitive Advantage
Cases for PartⅠ
part Ⅱ marketing situation analysis
3 Analyzing Markets and Competition
4 Segmenting Markets
5 Continuous Learning about Markets
Cases for Part Ⅱ
part Ⅲ designing marketing strategy
6 Market Targeting and Positioning Strategies
7 Relationship Strategies
8 Planning for New Products
Cases for Part Ⅲ
part Ⅳ marketing program development
9 Product, Branding, and Customer-Service Strategies
10 Distribution Strategy
11 Pricing Strategy
12 Promotion, Advertising, and Sales Promotion Strategies
13 Sales Force and Direct Marketing Strategies
Cases for Part Ⅳ
part Ⅴ implementing and managing marketing strategy
14 Designing Effective Marketing Organizations
15 Marketing Strategy Implementation and Control
Cases for Part Ⅴ
part Ⅵ comprehensive cases
教学辅助材料：
教师指导手册
读者对象
高校经管类研究生、MBA及从事营销与策划的中、高级专业人士。
参考价格：68.00
