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Marketing Strategy : A Decision Focused Approach
ISBN: 9780073529899 | 0073529893
Edition: 6thFormat: Paperback
Publisher: McGraw-Hill/Irwin
Pub. Date: 10/31/2007
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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 ... MORE
| 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 | |
| Measuri... MORE | |
| 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. |
