"By reading this book, you can learn concepts and processes to help your future employer gain a competitive advantage. You will also learn how to examine the components of a marketing strategy, which includes customer service, technology, customer relationships, pricing, and the global economy." "The cases in the book help you learn how real companies build and implement effective strategies to solve problems. Also, a wide variety of business environments are featured, including domestic and international, goods and services, and organizations of different sizes. This variety will give you the decision making experience necessary to be successful in the business world today."--BOOK JACKET.Cravens, David W. is the author of 'Strategic Marketing', published 2005 under ISBN 9780072966343 and ISBN 0072966343.