Marketing Strategy, by Walker, Boyd, new co-author Mullins, and Larreche, is a flexible, short, paper-back text which can be used on its own or packaged with a case book (Strategic Marketing Management Cases, by Cravens ) or with a custom published 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 marketing's cross/interfunctional relationships. This book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.
Product dimensions: 6.00 (w) x 9.90 (h) x 0.70 (d)
Table of Contents
Section One: The Role of Marketing in Developing Successful Business StrategiesChapter 1 Marketing-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 Two: Market Opportunity Analysis Chapter 4 Identifying Attractive Markets Chapter 5 Industry Analysis and Competitive Advantage Chapter 6 Measuring Market Opportunities Chapter 7 Targeting Attractive Market Segments Chapter 8 Differentiation and Positioning Section Three: Strategic Marketing Programs for Selected Situations Chapter 9 Marketing Strategies for the New Economy Chapter 10 Strategies for New Market Entries Chapter 11 Strategic Choices for New and Growing Markets Chapter 12 Strategic Choices for Mature and Declining Markets Section Four: Implementing and Controlling Marketing Programs (and more...)