David W. Cravens Book order

The key writings of one of the most important and unorthodox Marxists to study modern art.

This is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The author examines many components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. The text provides a strategic perspective and extends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science's Outstanding Marketing Educator Award.

This casebook has a decision-making focus and addresses the challenges facing marketing managers. It is organized to reflect the priorities of a marketing manager: market orientation, growth strategies and target market strategies.