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Marketing Strategy : A Decision Focused Approach

Marketing Strategy : A Decision Focused Approach - 6th edition

ISBN13: 978-0073529899

Cover of Marketing Strategy : A Decision Focused Approach 6TH 08 (ISBN 978-0073529899)
ISBN13: 978-0073529899
ISBN10: 0073529893 Edition: 6TH 08
Copyright: 2008
Publisher: Richard D. Irwin, Inc.
Published: 2008
International: No

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Marketing Strategy : A Decision Focused Approach - 6TH 08 edition

ISBN13: 978-0073529899

Orville C. Walker

ISBN13: 978-0073529899
ISBN10: 0073529893 Edition: 6TH 08
Copyright: 2008
Publisher: Richard D. Irwin, Inc.
Published: 2008
International: No

Table of Contents

WALKER/MULLINS/BOYD, MARKETING STRATEGY, 6/E BRIEF TOC Section 1 Introduction to Strategy
Chapter1 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 2 Opportunity Analysis
Chapter 4 Understanding market opportunities
Chapter 5 Measuring market opportunities : forecasting and market knowledge
Chapter 6 Targeting attractive marketing segments
Chapter 7 Differentiation and positioning Section 3 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 4 Implementation and Control
Chapter 12 Organizing and planning for effective implementation
Chapter 13 Marketing metrics for marketing performance

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