Marketing Strategy: A Decision Focused Approach

by Walker, Orville; Mullins, John; Boyd, Jr., Harper

• ISBN13: 9780073381152
• ISBN10: 0073381152
• Edition: 7th
• Format: Paperback
• Copyright: 2010-02-17
• Publisher: McGraw-Hill/Irwin

Summary

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

Opportunity Analysis

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

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