Marketing Strategy A Decision Focused Approach

Name: Marketing Strategy A Decision Focused Approach
Price: 4.64 USD
Availability: InStock
ISBN: 9780073381152

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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Description:

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…

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: 1.386
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