Marketing Strategy: A Decision-Focused Approach

Marketing Strategy: A Decision-Focused Approach

by Orville C. Walker



Product Details

ISBN-13: 9780070171466
Publisher: McGraw-Hill Higher Education
Publication date: 03/28/2010
Product dimensions: 7.90(w) x 9.80(h) x 0.60(d)

Table of Contents

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

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