Marketing Strategy: A Decision-Focused Approach - Brossura

Walker, Orville C.; Mullins, John

Brossura

ISBN 10: 1259010902 ISBN 13: 9781259010903

Casa editrice: McGraw Hill / Asia, 2013

Riassunto

Marketing Strategy, 8e is a focused, succinct 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 text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The eighth edition helps students integrate what they have learned about analytical tools and the 4P’s 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

L'autore:

Orville C. Walker, Jr. Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesotas Carlson School of Management, where he served until recently as the James D. Watkins Professor of Marketing and Director of the PhD Program. He holds a Masters degree in social psychology from the Ohio State University and a PhD in marketing from the University of WisconsinMadison. Orville is the co-author of three books and has published more than 50 research articles in scholarly and business journals. He has won several awards for his research, including the ODell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award from the Sales Management Interest Group of the American Marketing Association. Orville has been a consultant to a number of business firms and not-for-profit organisations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.

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 Brand 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: Measuring and Delivering Marketing Performance

Su questa edizione

• Editore: McGraw Hill / Asia
• Data di pubblicazione: 2013
• ISBN 10: 1259010902
• ISBN 13: 9781259010903
• Rilegatura: Copertina flessibile
• Numero di pagine: 384