Strategic Marketing

Part 1: Strategic Marketing
1 Imperatives for Market-Driven Strategy
2 Markets And Competitive Space
3 Strategic Market Segmentation
4 Strategic Customer Relationship Management
5 Capabilities For Learning About Customers and Markets


Cases for Part II
Case 2-1 Pfizer Inc.
Case 2-2 Ikea
Case 2-3 China and India: Opportunities and Challenges
Case 2-4 Johnson & Johnson


Part III: Designing Market-Driven Strategies
6 Market Targeting and Strategic Positioning
7 Strategic Relationships
8 Innovation and New Product Strategy


Cases for Part III
Case 3-1 Walt Disney Co.
Case 3-2 Intel Corp.
Case 3-3 McDonald's
Case 3-4 Tesco PLC


Part IV: Market-Driven Program Development
9 Strategic Brand Management
10 Value Chain Strategy
11 Pricing Strategy
12 Promotion, Advertising and Sales Promotion Strategies
13 Sales Force, Internet and Direct Marketing Strategies
Cases for Part IV
Case 4-1 Microsoft Corp. (A).
Case 4-2 Nike Inc.
Case 4-3 Dell Inc.
Case 4-4 Hewlett-Packard Co.


Part V: Implementing and Managing Market-Driven Strategies
14 Designing Market-Driven Organizations
15 Marketing Strategy Implementation and Control
Appendix 15A Marketing Metrics


Cases for Part V
Case 5-1 Verizon Communications Inc.
Case 5-2 Home Depot Inc.
Case 5-3 Yahoo! Inc.
Case 5-4 Nissan Motor Co.
Part VI: Comprehensive Cases
Case 6-1 Microsoft Corp. (B)
Case 6-2 Samsung Electronics
Case 6-3 General Electric Appliances
Case 6-4 Slendertone
Case 6-5 Toyota
Case 6-6 Coca-Cola (B)
Case 6-7 Keurig Inc.
Case 6-8 Dura-Plast, Inc.
Case 6-9 Wal-Mart
Case 6-10 Blair Water Purifiers India
Case 6-11 Murphy Brewery Ireland, Limited
Case 6-12 Dairyland Seed Company
Case 6-13 International Business Machines
Case 6-14 L'Oreal Nederland B.V
Case 6-15 ESPN
Case 6-16 Cowgirl Chocolates
Case 6-17 Procter & Gamble Co.
Case 6-18 Amazon.com Inc.
Case 6-19 Nanophase Technologies

David W. Cravens is Emeritus Professor of Marketing in the Neeley School of Business at Texas Christian University. He previously held the Eunice and James L. West Chair of American Enterprise Studies and was Professor of Marketing. Formerly, he was the Alcoa Foundation Professor at the University of Tennessee, where he chaired the Department of Marketing and Transportation and the Management Science Program. He has a Doctorate in Business Administration and MBA from Indiana University. He holds a Bachelor of Science in Engineering from MIT. Before becoming an educator Dave held various industry and government management positions. He is internationally recognized for his research on marketing strategy and sales management and has contributed over 150 articles and 25 books.