Marketing Strategy : A Decision Focused Approach

Walker, Orville C., Mullins, John W.

ISBN 10: 0073529893 / ISBN 13: 9780073529899

Editore: McGraw-Hill Higher Education, 2007

Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Codice articolo 3991805-6

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.

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

Dati bibliografici

Titolo: Marketing Strategy : A Decision Focused ...
Casa editrice: McGraw-Hill Higher Education
Data di pubblicazione: 2007
Legatura: Brossura
Condizione: Good
Edizione: 6th.