TY  - BOOK
AU  - Walker, Orville C.
AU  - Mullins, John W.
TI  - Marketing strategy : : a decision-focused approach 
SN  - 978-0-07-017146-6
AV  - 658.802 W15m 
PY  - 2011///
CY  - New York
PB  - McGraw-Hill Companies, Inc.
KW  - Marketing
KW  - Management
KW  - Strategic planning
N1  - Includes index; 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
N2  - 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
ER  -