Marketing Strategy / Edition 3

Marketing Strategy / Edition 3

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by Orville C. Walker, Harper W. Jr. Boyd, Jean-Claude Larreche
     
 

Marketing Strategy is a flexible,short,paper-back text which can be used on its own or packaged with a casebook (Cravens,Lamb,Crittenden Strategic Marketing Management Cases - 1999) or with a custom published case book. It covers the concepts and theories of creating and implementing a marketing strategy. The text offers a focus on the strategic planning process and… See more details below

Overview

Marketing Strategy is a flexible,short,paper-back text which can be used on its own or packaged with a casebook (Cravens,Lamb,Crittenden Strategic Marketing Management Cases - 1999) or with a custom published case book. It covers the concepts and theories of creating and implementing a marketing strategy. The text offers a focus on the strategic planning process and marketing's interfunctional relationships.

Product Details

ISBN-13:
9780256261189
Publisher:
McGraw-Hill Companies, The
Publication date:
08/20/1998
Edition description:
Older Edition
Pages:
393
Product dimensions:
8.07(w) x 10.03(h) x 0.64(d)

Related Subjects

Meet the Author

Table of Contents

Sect. 1Introduction to Strategy
1The strategic role of marketing4
2Corporate strategy decisions32
3Business strategies and their marketing implications60
Sect. 2Opportunity Analysis
4Environmental analysis94
5Marketing information116
6Industry dynamics and strategic change142
7Market segmentation and market targeting166
8Positioning decisions192
Sect. 3Formulating Marketing Strategies
9Marketing strategies for new market entries216
10Strategies for growth markets240
11Strategies for mature and declining markets266
Sect. 4Implementation and Control
12Implementing business and marketing strategies306
13Controlling marketing strategies and programs332
A Marketing Strategy Simulation - Calgolia, Inc.358
Name Index384
Subject Index387

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