a decision-focused approach Walker, Orville C. creator Mullins, John W. text xx New York McGraw-Hill Companies, Inc. 2011 7th monographic und

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xv, 352 p.: 25 cm. 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. 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 Orville C. Walker. Includes index English Marketing Management Strategic planning Marketing 658.802 W15m 978-0-07-017146-6 251212 20260803094103.0