Strategic Marketing(10版)

　　Strategic Marketing 10/e by Cravens and Piercy is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition uses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective as instructors want to examine marketing strategy beyond the traditional emphasis on marketing functions. The length and design of the book offer flexibility in the use of the text material and cases. New features and updated cases have made this text the most relevant text in the market today.

作者簡介

David Cravens

　　現職：Texas Christian University

Nigel Piercy

　　現職：Warwick University

PART I: THE FOUNDER
Ch 1 The Global Entrepreneurial Revolution for a Flatter World
Ch 2 The Entrepreneurial Mind: Crafting a Personal Entrepreneurial Strategy

PART II: THE OPPORTUNITY
Ch 3 The Entrepreneurial Process
Ch 4 Clean Commerce is an Opportunity Sea Change
Ch 5 The Opportunity: Creating, Shaping, Recognizing, Seizing
Ch 6 Screening Venture Opportunities
Ch 7 Opportunities for Social Entrepreneurship
Ch 8 The Business Plan

PART III: THE FOUNDER AND TEAM
Ch 9 The Entrepreneurial Leader and the Team
Ch10 Ethical Decision Making and the Entrepreneur

PART IV: FINANCING ENTREPRENEURIAL VENTURES
Ch11 Resource Requirements
Ch12 Franchising
Ch13 Entrepreneurial Finance
Ch14 Obtaining Venture and Growth Capital
Ch15 The Deal: Valuation, Structure, and Negotiation
Ch16 Obtaining Debt Capital

PART V: START-UP AND BEYOND
Ch17 Leading Rapid Growth, Crises, and Recovery
Ch18 The Family as Entrepreneur
Ch19 The Harvest and Beyond