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This is the 7th edition with a publication date of 2/17/2010.
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Marketing Strategy, 7e 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 Seventh 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.
Table of Contents
|Introduction to Strategy|
|Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing Strategies|
|Corporate Strategy Decisions and Their Marketing Implications|
|Business Strategies and Their Marketing Implications|
|Understanding Market Opportunities|
|Measuring Market Opportunities: Forecasting and Market Knowledge|
|Targeting Attractive Market Segments|
|Differentiation and Brand Positioning|
|Formulating Marketing Strategies|
|Marketing Strategies for New Market Entries|
|Strategies for Growth Markets|
|Strategies for Mature and Declining Markets|
|Marketing Strategies for the New Economy|
|Implementation and Control|
|Organizing and Planning for Effective Implementation|
|Measuring and Delivering Marketing Performance|
|Table of Contents provided by Publisher. All Rights Reserved.|