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Marketing Strategy: A Decision Focused Approach / Edition 7
     

Marketing Strategy: A Decision Focused Approach / Edition 7

by Orville Walker, John Mullins, Jr., Har Boyd Harper
 

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ISBN-10: 0073381152

ISBN-13: 9780073381152

Pub. Date: 02/17/2010

Publisher: McGraw-Hill Higher Education

Marketing Strategy, 7e 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

Overview

Marketing Strategy, 7e 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 Seventh 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.

Product Details

ISBN-13:
9780073381152
Publisher:
McGraw-Hill Higher Education
Publication date:
02/17/2010
Edition description:
Older Edition
Pages:
368
Product dimensions:
7.90(w) x 9.90(h) x 0.60(d)

Table of Contents

Section One: Introduction to Strategy


Chapter 1: Market-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: Opportunity Analysis


Chapter 4: Understanding Market Opportunities


Chapter 5: Measuring Market Opportunities: Forecasting and Market Knowledge


Chapter 6: Targeting Attractive Market Segments


Chapter 7: Differentiation and Brand Positioning


Section Three: Formulating Marketing Strategies


Chapter 8: Marketing Strategies for New Market Entries


Chapter 9: Strategies for Growth Markets


Chapter 10: Strategies for Mature and Declining Markets


Chapter 11: Marketing Strategies for the New Economy


Section Four: Implementation and Control


Chapter 12: Organizing and Planning for Effective Implementation


Chapter 13: Measuring and Delivering Marketing Performance


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