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Marketing Strategy

Marketing Strategy - 5th edition

ISBN13: 978-0072961904

Cover of Marketing Strategy 5TH 06 (ISBN 978-0072961904)
ISBN13: 978-0072961904
ISBN10: 0072961902
Cover type: Paperback
Edition/Copyright: 5TH 06
Publisher: Richard D. Irwin, Inc.
Published: 2006
International: No

List price: $150.50

Marketing Strategy - 5TH 06 edition

ISBN13: 978-0072961904

Orville C. Walker, John Mullins and Harper W. Boyd

ISBN13: 978-0072961904
ISBN10: 0072961902
Cover type: Paperback
Edition/Copyright: 5TH 06
Publisher: Richard D. Irwin, Inc.

Published: 2006
International: No
Summary

Marketing Strategy 5/e is a flexible, short, paper-back 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 book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.

Table of Contents

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 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 Marketing Metrics for Marketing Performance