Marketing strategy : a decision-focused approach /
Walker, Orville C.
Marketing strategy : a decision-focused approach / Orville C. Walker, Jr., John W. Mullins. - Seventh edition. - xv, 352 pages : illustrations ; 26 cm.
Includes bibliographical references and indexes.
Section One: Introduction to StrategyChapter 1 Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing StrategiesChapter 2 Corporate Strategy Decisions and Their Marketing ImplicationsChapter 3Business Strategies and Their Marketing ImplicationsSection Two: Opportunity AnalysisChapter 4Understanding Market OpportunitiesChapter 5Measuring Market Opportunities: Forecasting and Market KnowledgeChapter 6Targeting Attractive Market SegmentsChapter 7Differentiation and Brand PositioningSection Three: Formulating Marketing StrategiesChapter 8Marketing Strategies for New Market EntriesChapter 9Strategies for Growth MarketsChapter 10Strategies for Mature and Declining MarketsChapter 11Marketing Strategies for the New EconomySection Four: Implementation and ControlChapter 12Organizing and Planning for Effective ImplementationChapter 13Measuring and Delivering Marketing Performance
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 helps students integrate what they have learned about analytical tools and the 4P's of marketing within a framework of competitive strategy.
9780073381152 (alk. paper) 0073381152 (alk. paper)
2009043026
Marketing--Management.
HF5415.13 / .W249 2011
658.802 / W.O.M
Marketing strategy : a decision-focused approach / Orville C. Walker, Jr., John W. Mullins. - Seventh edition. - xv, 352 pages : illustrations ; 26 cm.
Includes bibliographical references and indexes.
Section One: Introduction to StrategyChapter 1 Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing StrategiesChapter 2 Corporate Strategy Decisions and Their Marketing ImplicationsChapter 3Business Strategies and Their Marketing ImplicationsSection Two: Opportunity AnalysisChapter 4Understanding Market OpportunitiesChapter 5Measuring Market Opportunities: Forecasting and Market KnowledgeChapter 6Targeting Attractive Market SegmentsChapter 7Differentiation and Brand PositioningSection Three: Formulating Marketing StrategiesChapter 8Marketing Strategies for New Market EntriesChapter 9Strategies for Growth MarketsChapter 10Strategies for Mature and Declining MarketsChapter 11Marketing Strategies for the New EconomySection Four: Implementation and ControlChapter 12Organizing and Planning for Effective ImplementationChapter 13Measuring and Delivering Marketing Performance
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 helps students integrate what they have learned about analytical tools and the 4P's of marketing within a framework of competitive strategy.
9780073381152 (alk. paper) 0073381152 (alk. paper)
2009043026
Marketing--Management.
HF5415.13 / .W249 2011
658.802 / W.O.M