Marketing Strategy: A Decision-Focused Approach

Name: Marketing Strategy: A Decision-Focused Approach
Author: Orville Walker

Specificaties

Paperback, blz. | Engels

McGraw-Hill Education | 8e druk, 2013

ISBN13: 9780078028946

Rubricering

Juridisch :

McGraw-Hill Education 8e druk, 2013 9780078028946

219,03

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Samenvatting

Marketing Strategy, 8e is a focused, succinct text which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing’s cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The eighth edition helps students integrate what they have learned about analytical tools and the 4P’s of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.

Specificaties

ISBN13:9780078028946

Taal:Engels

Bindwijze:paperback

Uitgever:McGraw-Hill Education

Druk:8

Hoofdrubriek:Marketing

Inhoudsopgave

<h2>Section One: Introduction to Strategy</h2><h3>Chapter 1: Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing Strategies</h3><h3>Chapter 2: Corporate Strategy Decisions and Their Marketing Implications</h3><h3>Chapter 3: Business Strategies and Their Marketing Implications</h3><h2>Section Two: Opportunity Analysis</h2><h3>Chapter 4: Understanding Market Opportunities</h3><h3>Chapter 5: Measuring Market Opportunities: Forecasting and Market Knowledge</h3><h3>Chapter 6: Targeting Attractive Market Segments</h3><h3>Chapter 7: Differentiation and Brand Positioning</h3><h2>Section Three: Formulating Marketing Strategies</h2><h3>Chapter 8: Marketing Strategies for New Market Entries</h3><h3>Chapter 9: Strategies for Growth Markets</h3><h3>Chapter 10: Strategies for Mature and Declining Markets</h3><h3>Chapter 11: Marketing Strategies for the New Economy</h3><h2>Section Four: Implementation and Control</h2><h3>Chapter 12: Organizing and Planning for Effective Implementation</h3><h3>Chapter 13: Measuring and Delivering Marketing Performance</h3>