Marketing Strategy
A Decision Focused Approach
5th Edition
Published on 16. March 2005
Book
Paperback/Softback
368 pages
978-0-07-296190-4 (ISBN)
Description
"Marketing Strategy, 5/e" is a flexible, short, paper-back 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 book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.
More details
Edition
5th Revised edition
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Illustrations
Illustrations
Dimensions
Height: 228 mm
Width: 177 mm
Thickness: 17 mm
Weight
635 gr
ISBN-13
978-0-07-296190-4 (9780072961904)
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 | John W. Mullins | Jr. Harper W. Boyd
Marketing Strategy
A Decision Focused Approach
Book
10/2007
6th Edition
McGraw Hill Higher Education
€105.22
Article is exhausted; no reprint
Content
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 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 Marketing Metrics for Marketing Performance