Marketing Strategy : A Decision Focused Approach
ISBN: 9780073381152 | 0073381152
Edition: 7thFormat: Paperback
Publisher: McGraw-Hill/Irwin
Pub. Date: 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 fr... MORE
| 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 | |
| ... MORE | |
| 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. |
