Marketing strategy : a decision-focused approach
This text covers the concepts and theories of creating and implementing a marketing strategy, and offers a focus on the strategic planning process and marketing's interfunctional relationship
Lehrbuch
xx, 346 pages : illustrations (chiefly color) ; 26 cm
9780073529899, 9780071263917, 0073529893, 0071263918
167504570
Section 1. 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 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
Revised edition of: Marketing strategy / Orville C. Walker, Jr. [and others]. 5th ed. c2006