Walker, Orville C. <br/><br/>
Marketing strategy :   a decision-focused approach / 
Orville C. Walker. 
 - 7th 
 - New York :  McGraw-Hill Companies, Inc.,  2011. 
 - xv, 352 p.:  25 cm. 
<br/><br/> Includes index 
<br/><br/>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 
<br/><br/> 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. 
<br/><br/><br/>English 
<br/><br/><label>ISBN: </label>978-0-07-017146-6 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management<br/>Strategic planning<br/>Marketing.
<br/><br/><label>LC Class. No.: </label>658.802 W15m