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Marketing Strategy, 8e is a focused, succinct 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 marketing’s cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The eighth edition helps students integrate what they have learned about analytical tools and the 4P’s 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.
Section One: Introduction to StrategyChapter 1: Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing StrategiesChapter 2: Corporate Strategy Decisions and Their Marketing ImplicationsChapter 3: Business Strategies and Their Marketing ImplicationsSection Two: Opportunity AnalysisChapter 4: Understanding Market OpportunitiesChapter 5: Measuring Market Opportunities: Forecasting and Market KnowledgeChapter 6: Targeting Attractive Market SegmentsChapter 7: Differentiation and Brand PositioningSection Three: Formulating Marketing StrategiesChapter 8: Marketing Strategies for New Market EntriesChapter 9: Strategies for Growth MarketsChapter 10: Strategies for Mature and Declining MarketsChapter 11: Marketing Strategies for the New EconomySection Four: Implementation and ControlChapter 12: Organizing and Planning for Effective ImplementationChapter 13: Measuring and Delivering Marketing Performance
Posted July 20, 2007
I used the 5e/International Edition of the book 'Marketing Strategy: A Decision-Focused Approach' which has the advantage of being compact in text but meaningful in the approach to present the knowledge that you need know for the daily marketing practise. It helps to endeavor the core concepts of marketing strategy with a clear language and 'short' 'compact' passages. If you have to study in length this book works only as references but if you are looking for an overview this book will serve you well with sections divided in 'Introduction of Strategy', 'Opportunity Analysis', 'Formulating Marketing Strategies and Implementation and Control'. Furthermore this book uses company cases '3M, Iomega's Zip, IBM etc.' to introduce new topics and allow for every chapter to have a rich reference guide to second literature. If you combine this book with other literature it will complement the study of marketing strategy well.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.