Strategic Marketing

Part I: Market-Driven Strategy Chapter 1. Market Driven Strategy Chapter 2. Business and Marketing Case 1-1 Bertelsmann AG China Case 1-2 Wal-Mart Case 1-3 EuroDisney Part II: Situation Analysis Chapter 3. Market Vision, Structure, and Analysis Chapter 4. Segmenting Markets Chapter 5. Continuous Learning about Markets Case 2-1 Iridium Case 2-2 Nike Case 2-3 Campbell Soup Part III: Designing Market-Driven Strategies Chapter 6. Market Targeting and Strategic Positioning Chapter 7. Relationship Strategies Chapter 8. Planning for New Products Case 3-1 Johnson & Johnson Case 3-2 McDonald's Case 3-3 Apex Chemical Company Part IV: Market-Focused Program Development Chapter 9. Strategic Brand Management Chapter 10. Managing Value Chain Relationships Chapter 11. Pricing Strategy Chapter 12. Promotion, Advertising, and Sales Promotion Strategies Chapter 13. Sales Force and Direct Marketing Strategies Case 4-1 Hill's Science Diet Pet Food Case 4-2 Hewlett-Packard Company Case 4-3 Yoplait USA Part V: Implementing and Managing Market-Driven Strategies Chapter 14. Designing Market-Driven Organizations Chapter 15. Strategy Implementation and Control Case 5-1 Airbus Case 5-2 United States Tobacco Company Case 5-3 Motorola Part VI: Comprehensive Cases Case 6-1 Coca-Cola (Japan) Company Case 6-2 SystemSoft Corporation Case 6-3 Cima Mountaineering, Inc. Case 6-4 CUTCO International Case 6-5 Highlights for Children, Inc. Case 6-6 L'Oreal Nederland BV Case 6-7 Capital Case 6-8 Amtech Corporation Case 6-9 During AG (Fottle) Case 6-10 Optical Fiber Corporation Case 6-11 Murphy Brewery Ireland, Limited Case 6-12 Golden Valley Microwave Foods, Inc. Case 6-13 The Bacova Guild, Ltd. (A) Case 6-14 Powrtron Corporation Case 6-15 Wind Technology Case 6-16 Dunkin' Donuts Case 6-17 Stone & Lewis Case 6-18 Konark Television India Case 6-19 Wentworth Industrial Cleaning Supplies Case 6-20 LoJack CorporationCravens, David W. is the author of 'Strategic Marketing', published 1999 under ISBN 9780070275430 and ISBN 0070275432.