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Full Description
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.
Contents
Chapter 1: Introduction to marketing Strategies
Chapter 2: Strategic tools and perspectives
Chapter 3: Defining and analysing product-markets
Chapter 4: Defining and analysing customer-markets
Chapter 5: Strategic Marketing Positioning
Chapter 6: Time as a competitive variable
Chapter 7: Generic marketing strategies
Chapter 8: Product management
Chapter 9: Distribution strategy
Chapter 10: Pricing strategy
Chapter 11: Marketing communications
Chapter 12: Sales management and direct marketing
Chapter 13: Preparing and implementing the marketing plan
Regional Case Studies
