Marketing Strategy: A Decision Focused Approach - Brossura

Walker, Orville C; Mullins, John; Boyd, Jr., Harper W

 
9780072961904: Marketing Strategy: A Decision Focused Approach
Brossura
ISBN 10: 0072961902 ISBN 13: 9780072961904
Casa editrice: McGraw-Hill Higher Education, 2005

Sinossi

Marketing Strategy 5/e is a flexible, short, paper-back text which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing’s cross/inter-functional relationships. This book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Contenuti

Section One: Introduction to Strategy

Chapter 1 Market-Oriented Perspectives Underlie Successful Corporate, Business and Marketing Strategies

Chapter 2 Corporate Strategy Decisions and their Marketing Implications

Chapter 3 Business Strategies and Their Marketing Implications

Section Two: Opportunity Analysis

Chapter 4 Understanding Market Opportunities

Chapter 5 Measuring Market Opportunities: Forecasting and Market Knowledge

Chapter 6 Targeting Attractive Market Segments

Chapter 7 Differentiation and Positioning

Section Three: Formulating Marketing Strategies

Chapter 8 Marketing Strategies for New Market Entries

Chapter 9 Strategies for Growth Markets

Chapter 10 Strategies for Mature and Declining Markets

Chapter 11 Marketing Strategies for the New Economy

Section Four: Implementation And Control

Chapter 12 Organizing and Planning for Effective Implementation

Chapter 13 Marketing Metrics for Marketing Performance

Product Description

Book by Walker Orville Mullins John Boyd Jr Harper

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
McGraw-Hill Higher Education
Data di pubblicazione
2005
Lingua
Inglese
ISBN 10 
0072961902
ISBN 13 
9780072961904
Rilegatura
Copertina flessibile
Numero edizione
5
Numero di pagine
368
Contatto del produttore
non disponibile
Persona responsabile
non disponibile