Cover Image

Marketing strategy a decision-focused approach

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 text distinguishes itself from competitors by maintaining a strong approach to strategic decision ma...

Full description

Saved in:
Bibliographic Details
Main Authors: Walker, Orville C. (Author), Mullins, John W. (Author)
Format: Book
Language:English
Published: New York, NY McGraw-Hill/Irwin 2014
Edition:Eighth edition; international edition
Subjects:
Marketing > management
Tags: Add Tag
No Tags, Be the first to tag this record!
Table of Contents:
  • Section One: Introduction to Strategy
  • Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing Strategies
  • Corporate Strategy Decisions and Their Marketing Implications
  • Business Strategies and Their Marketing Implications
  • Section Two: Opportunity Analysis
  • Understanding Market Opportunities
  • Measuring Market Opportunities: Forecasting and Market Knowledge
  • Targeting Attractive Market Segments
  • Differentiation and Brand Positioning
  • Section Three: Formulating Marketing Strategies
  • Marketing Strategies for New Market Entries
  • Strategies for Growth Markets
  • Strategies for Mature and Declining Markets
  • Marketing Strategies for the New Economy
  • Section Four: Implementation and Control
  • Organizing and Planning for Effective Implementation
  • Measuring and Delivering Marketing Performance

Similar Items