Marketing strategy : a decision-focused approach / Orville C. Walker.

By: Contributor(s): Material type: TextTextPublication details: New York : McGraw-Hill Companies, Inc., 2011.Edition: 7thDescription: xv, 352 p; 25 cmContent type:
  • Text
Media type:
  • Unmediated
Carrier type:
  • Volume
ISBN:
  • 978-0-07-017146-6
Subject(s): LOC classification:
  • 658.802 W15m
Contents:
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 Brand 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 Measuring and Delivering Marketing Performance
Summary: Covers the concepts and theories of creating and implementing a marketing strategy and focuses 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 broader framework of competitive strategy.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Barcode
Books Books FEU - Cavite Higher Education HED Library CIR 658.802 W15m (Browse shelf(Opens below)) Available HED4243

Includes index

English

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 Brand 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 Measuring and Delivering Marketing Performance

Covers the concepts and theories of creating and implementing a marketing strategy and focuses 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 broader framework of competitive strategy.

3

There are no comments on this title.

to post a comment.