Marketing Strategy: Planning and Implementation / Edition 2

Marketing Strategy: Planning and Implementation / Edition 2

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

ISBN-10: 0256136920

ISBN-13: 9780256136920

Pub. Date: 09/28/1995

Publisher: McGraw-Hill Higher Education

Product Details

McGraw-Hill Higher Education
Publication date:
Series in Marketing
Edition description:
Older Edition
Product dimensions:
7.20(w) x 9.02(h) x 0.79(d)

Related Subjects

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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