ISBN-10:
0078028949
ISBN-13:
9780078028946
Pub. Date:
01/25/2013
Publisher:
McGraw-Hill Higher Education
Marketing Strategy: A Decision Focused Approach / Edition 8

Marketing Strategy: A Decision Focused Approach / Edition 8

by John Mullins, Orville C Walker
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Product Details

ISBN-13: 9780078028946
Publisher: McGraw-Hill Higher Education
Publication date: 01/25/2013
Edition description: List
Pages: 384
Sales rank: 507,094
Product dimensions: 7.90(w) x 9.90(h) x 0.70(d)

About the Author

John W. Mullins
John Mullins is Associate Professor of Management Practice at London Business School,
where he heads the entrepreneurship group. He earned his MBA at the Stanford Graduate
School of Business and, considerably later in life, his PhD in marketing from the University of Minnesota. An award-winning teacher, John brings to his teaching and research 20
years of executive experience in high-growth firms, including two ventures he founded, one of which he took public.
Since becoming a business school professor in 1992, John has published more than 30
articles in a variety of outlets, including Harvard Business Review, the Journal of Product
Innovation Management, and the Journal of Business Venturing. His research has won national and international awards from the Marketing Science Institute, the American
Marketing Association, and the Richard D. Irwin Foundation.
He is also co-author of Marketing Management: A Strategic Decision-Making Approach,
5th edition. His recent trade book, The New Business Road Test: What Entrepreneurs and
Executives Should Do Before Writing a Business Plan, is the definitive work on the assessment and shaping of market opportunities.

Orville C. Walker, Jr.
Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesota’s Carlson
School of Management, where he served until recently as the James D. Watkins Professor of Marketing and Director of the PhD Program. He holds a Master’s degree in social psychology from the Ohio State University and a PhD in marketing from the University of
Wisconsin–Madison.
Orville is the co-author of three books and has published more than 50 research articles in scholarly and business journals. He has won several awards for his research, including the O’Dell award from the Journal of Marketing Research, the Maynard award from the
Journal of Marketing, and a lifetime achievement award from the Sales Management Interest
Group of the American Marketing Association.
Orville has been a consultant to a number of business firms and not-for-profit organisations,
and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.

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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