Marketing Strategy : A Decision Focused Approach

by Walker, Orville C.; Mullins, John W.

• ISBN13: 9780073529899
• ISBN10: 0073529893
• Edition: 6th
• Format: Paperback
• Copyright: 2007-10-31
• Publisher: McGraw-Hill/Irwin

Summary

Marketing Strategy 6/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. The book's strategic decision making remains the key strength of this text while separating itself from all the competitors. The 6th edition helps students integrate what they have learned about analytical tools and the 4Ps 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

Walker/Mullins/Boyd, Marketing Strategy, 6/E Brief Toc

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 marketing segments

Differentiation and 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

Marketing metrics for marketing performance

Table of Contents provided by Publisher. All Rights Reserved.