Marketing Strategy
Published on 1. September 1995
Book
Paperback/Softback
400 pages
978-0-07-114862-7 (ISBN)
Description
Focusing on product-market entry-level strategy, this text discusses specific strategies appropriate for competitive situtations and the organizational and managerial issues involved in implementing those strategies. It offers international coverage of issues and marketing strategies concerning various countries. In addition, this book uses real-world examples to illustrate concepts and procedures and to demonstrate their practical significance. Simulation software (GAMAR), contained in the instructor's manual, is designed to take students through an array of marketing strategy decisions.
More details
Edition
International 2 Revised ed
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Illustrations
index
Dimensions
Height: 230 mm
Weight
430 gr
ISBN-13
978-0-07-114862-7 (9780071148627)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Orville C. Walker | Harper Boyd | Jean-Claude Larreche
Marketing Strategy
Planning and Implementation
Book
04/1999
McGraw-Hill Education (ISE Editions)
€43.32
Article exhausted; check for reprint
Previous edition
Orville C. Walker | etc.
Marketing Strategy
Book
11/1991
McGraw-Hill Inc.,US
€46.99
Article exhausted; check for reprint
Content
Part I Introduction to strategy: the strategic role of marketing; corporate strategy decisions; business strategies and their marketing implications. Part II Opportunity analysis: environmental and competitive analysis; industry dynamics and strategic change; market segmentation and market targeting; positioning decisions. Part III Formulating marketing strategies; marketing strategies for new market entries; strategies for growth markets; strategies for mature and declining markets; international marketing strategies. Part IV Implementations and control: implementing business and marketing strategies; controlling marketing strategies and programmes; GAMMAR Plc; global allocation and marketing resources.