Marketing Strategy
A Decision Focused Approach
6th Edition
Published on 31. October 2007
Book
Paperback/Softback
368 pages
978-0-07-352989-9 (ISBN)
Description
"Marketing Strategy 6/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. The book's strategic decision making remains the key strength of this text while separating itself from all the competitors. The 6th edition helps students integrate what they have learned about analytical tools and the 4Ps 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.
More details
Edition
6th Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 251 mm
Width: 203 mm
Thickness: 15 mm
Weight
632 gr
ISBN-13
978-0-07-352989-9 (9780073529899)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Book
03/2005
5th Edition
McGraw-Hill Publishing Co.
€111.41
Article exhausted; check for reprint
Content
WALKER/MULLINS/BOYD, MARKETING STRATEGY, 6/E BRIEF TOC Section 1 Introduction to Strategy Chapter1 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 2 Opportunity Analysis Chapter 4 Understanding market opportunities Chapter 5 Measuring market opportunities : forecasting and market knowledge Chapter 6 Targeting attractive marketing segments Chapter 7 Differentiation and positioning Section 3 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 4 Implementation and Control Chapter 12 Organizing and planning for effective implementation Chapter 13 Marketing metrics for marketing performance