Strategic marketing management for the Pacific region /
Publication details: Sydney : McGraw-Hill Book, 2000.Description: xi, 468 pages ; 24 cmISBN:- 0074705881
- 9780074705889
- HF5415.13 .C74 2000
Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Book | Whitecliffe Library General Shelves | General | HF 5415 CRA (Browse shelf(Opens below)) | 1 | Available | 0001355 |
"Australasian adaptation of the US Cravens 5th edition Strategic Marketing."
Includes bibliographical references and index.
1. Introduction to marketing strategies -- 2. Strategic tools and perspectives -- 3. Defining and analysing product-markets -- 4. Defining and analysing customer-markets -- 5. Strategic marketing positioning -- 6. Time as a competitive variable -- 7. Generic marketing strategies -- 8. Product management -- 9. Distribution strategy -- 10. Pricing strategy -- 11. Marketing communications -- 12. Sales management and direct marketing -- 13. Preparing and implementing the marketing plan.
Strategic Marketing Management for the Pacific Region by Cravens, Merrilees and Walker, is the first Australasian adaptation of the highly successful US Strategic Marketing text by acclaimed author David Cravens. The adaptation of Cravens will not only develop information already employed by the US version of the text, but will offer many unique features developed specifically for the Australian, New Zealand and South East Asian local markets. The adaptation by Merrilees and Walker will give students and lecturers a more comprehensive strategic approach to marketing management in the Pacific region. Using localised case material and research data, along with a redevelopment of the Cravens frame, the first Pacific Region edition will redefine a comprehensive notion of strategy for our market.