Marketing Strategy : A Decision Focused Approach

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

ISBN 10: 0072961902 / ISBN 13: 9780072961904

Editore: McGraw-Hill Higher Education, 2005

Used book that is in excellent condition. May show signs of wear or have minor defects. Codice articolo 4319563-6

Riassunto:

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.

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

Dati bibliografici

Titolo: Marketing Strategy : A Decision Focused ...
Casa editrice: McGraw-Hill Higher Education
Data di pubblicazione: 2005
Legatura: Brossura
Condizione: Very Good
Edizione: 5th.