Marketing strategy : a decision-focused approach / Orville C. Walker, Jr., John W. Mullins.
Material type:
TextPublisher: New York : McGraw-Hill/Irwin, [2011]Copyright date: ©2011Edition: Seventh editionDescription: xv, 352 pages : illustrations ; 26 cmContent type: - text
- unmediated
- volume
- 9780073381152 (alk. paper)
- 0073381152 (alk. paper)
- 658.802 22 W.O.M
- HF5415.13 .W249 2011
Contents:
Summary: 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.
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
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Course reserves |
|---|---|---|---|---|---|---|---|
Books
|
Main library B7 | Commerce and business administration ( Marketing ) | 658.802 W.O.M (Browse shelf(Opens below)) | Available | 00006978 |
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.
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