Marketing Strategy / Edition 3

Marketing Strategy / Edition 3

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

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ISBN-10: 0256261180

ISBN-13: 9780256261189

Pub. Date: 08/20/1998

Publisher: McGraw-Hill Companies, The

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

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

Table of Contents

SECTION ONE: Introduction to Strategy
1. The strategic role of marketing
2. Corporate strategy decisions
3. Business strategies and their marketing implications
SECTION TWO: Opportunity analysis
4. Environmental analysis
5. Marketing Information
6. Industry dynamics and strategic change
7. Market segmentation and market targeting
8. Positioning decisions
SECTION THREE:Formulating marketing strategies
9. Marketing strategies for new market entries
10. Strategies for growth markets
11. Strategies for mature and declining markets
SECTION FOUR: Implementation and control
12. Implementing business and marketing strategies
13. Controlling marketing strategies and programs
Appendix: A Marketing strategy Simulation-Calgolia, Inc.

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