Auditing and Assurance Services or Strategic Marketing

Auditing and Assurance Services

Author: Louwers

As a result of recent audit scandals such as Enron and Worldcom, several new auditing standards have been enacted, making currency one of the most important issues in this market. Upon publication, this text will be the most up-to-date auditing text on the market. It's been written so that it is current with all issues inherent in accounting and auditing practice, particularly in public accounting firms including coverage of the creation of the Public Companies Accounting Oversight Board, the passage of the Sarbanes-Oxley Act, and all of the major pronouncements issued by the AICPA through Summer 2005.

The Louwers text is also a leader in fraud coverage and is accompanied by the Apollo Shoes Casebook--the only standalone FRAUD audit case on the market (available at the book's Online Learning Center).

The text is also designed to provide flexibility for instructors; the twelve chapters focus on the auditing process while the eight modules provide additional topics that can be taught at the instructor's discretion without interrupting the flow of the text.

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Strategic Marketing

Author: David W Cravens

Strategic Marketing by Cravens and Piercy is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The authors examine 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. Author David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Science's Outstanding Marketing Educator Award. Co-author Nigel Piercy, has a particular research interest in market-led strategic change and sales management, for which he has attracted academic and practitioner acclaim in the UK and USA.

Table of Contents:

Ch. 1	Market-driven strategy	1
Ch. 2	Corporate, business, and marketing strategy	20
App. 2A	Financial analysis for marketing planning and control	45
Ch. 3	Markets and competitive space	71
App. 3A	Forecasting guidelines	94
Ch. 4	Strategic market segmentation	97
Ch. 5	Capabilities for continuous learning about markets	124
Ch. 6	Market targeting and strategic positioning	168
Ch. 7	Strategic relationships	189
App. 7A	Customer relationship management (CRM)	215
Ch. 8	Planning for new products	221
Ch. 9	Strategic brand management	264
Ch. 10	Value-chain strategy	292
Ch. 11	Pricing strategy and management	316
Ch. 12	Promotion, advertising, and sales promotion strategies	338
Ch. 13	Sales force, Internet, and direct marketing strategies	360
Ch. 14	Designing market-driven organizations	400
Ch. 15	Marketing strategy implementation and control	422