Marketing Strategy A Decision Focused Approach

ISBN-10: 0073381152

ISBN-13: 9780073381152

Edition: 7th 2011

Authors: Orville C. Walker, John Mullins, Harper W. Boyd

List price: $78.99
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Marketing Strategy 7/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 marketings cross/inter-functional relationships. The books strategic decision making remains the key strength of this text while separating itself from all the competitors. The 7th 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.
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Book details

List price: $78.99
Edition: 7th
Copyright year: 2011
Publisher: McGraw-Hill Higher Education
Publication date: 12/1/2009
Binding: Paperback
Pages: 368
Size: 7.75" wide x 9.75" long x 0.50" tall
Weight: 1.672
Language: English

Introduction to Strategy
Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing Strategies
Corporate Strategy Decisions and Their Marketing Implications
Business Strategies and Their Marketing Implications
Opportunity Analysis
Understanding Market Opportunities
Measuring Market Opportunities: Forecasting and Market Knowledge
Targeting Attractive Market Segments
Differentiation and Brand Positioning
Formulating Marketing Strategies
Marketing Strategies for New Market Entries
Strategies for Growth Markets
Strategies for Mature and Declining Markets
Marketing Strategies for the New Economy
Implementation and Control
Organizing and Planning for Effective Implementation
Measuring and Delivering Marketing Performance
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