Marketing Strategy: A Decision Focused Approach - Brossura

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

Brossura

ISBN 10: 0073529893 ISBN 13: 9780073529899

Casa editrice: McGraw-Hill Higher Education, 2007

Riassunto

Marketing Strategy 6/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. The book’s strategic decision making remains the key strength of this text while separating itself from all the competitors. The 6th edition helps students integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.

Su questo libro

Contenuti:

WALKER/MULLINS/BOYD, MARKETING STRATEGY, 6/E BRIEF TOC

Section 1 Introduction to Strategy

Chapter1 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 2 Opportunity Analysis

Chapter 4 Understanding market opportunities

Chapter 5 Measuring market opportunities : forecasting and market knowledge

Chapter 6 Targeting attractive marketing segments

Chapter 7 Differentiation and positioning

Section 3 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 4 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

Su questa edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2007
• ISBN 10: 0073529893
• ISBN 13: 9780073529899
• Rilegatura: Copertina flessibile
• Numero edizione: 6
• Numero di pagine: 368