Marketing Strategy : A Decision Focused Approach

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  • Edition: 6th
  • Format: Paperback
  • Copyright: 2007-10-31
  • Publisher: McGraw-Hill/Irwin
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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.

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