Marketing Strategy: A Decision-Focused Approach https://www.mheducation.com/cover-images/Jpeg_400-high/0078028949.jpeg 8 9780078028946 Marketing Strategy, 8e 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 eighth 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.
Marketing Strategy: A Decision-Focused Approach

Marketing Strategy: A Decision-Focused Approach

8th Edition
By Orville Walker and John Mullins
ISBN10: 0078028949
ISBN13: 9780078028946
Copyright: 2014
09780078028946

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ISBN10: 0078028949 | ISBN13: 9780078028946

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Program Details

Section One: Introduction to Strategy

Chapter 1: 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 Two: Opportunity Analysis

Chapter 4: Understanding Market Opportunities

Chapter 5: Measuring Market Opportunities: Forecasting and Market Knowledge

Chapter 6: Targeting Attractive Market Segments

Chapter 7: Differentiation and Brand Positioning

Section Three: 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 Four: Implementation and Control

Chapter 12: Organizing and Planning for Effective Implementation

Chapter 13: Measuring and Delivering Marketing Performance