000 02284nam a2200385Ia 4500
005 20260803094103.0
008 251212s2011 xx 000 0 und d
245 1 _aMarketing strategy :
_ba decision-focused approach /
_cOrville C. Walker.
100 _aWalker, Orville C.
700 _aMullins, John W.
260 _aNew York :
_bMcGraw-Hill Companies, Inc.,
_c2011.
250 _a7th
300 _axv, 352 p.:
300 _c25 cm.
500 _aIncludes index
020 _a978-0-07-017146-6
650 _aMarketing
_xManagement
650 _aStrategic planning
650 _aMarketing.
944 _aCIR
050 _a658.802 W15m
943 _b0
_c0
_d0
_e1
_f0
_g4
_h0
_i0
_j0
944 _b1
_c1
_d0
953 _pHED4243
546 _aEnglish
953 _cColLib
505 _aSection 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
520 _aCovers 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.
591 _a3
336 _aText
337 _aUnmediated
338 _aVolume
942 _2lcc
_cBK
_arizal
_b2015-04-07 23:18:24
_drizal
_e2015-04-07 23:18:24
998 _a4744
999 _c4725
_d4725