9780072553932

Marketing Strategy, by Walker, Boyd, new co-author Mullins, and Larreche, is a flexible, short, paper-back text which can be used on its own or packaged with a case book (Strategic Marketing Management Cases, by Cravens ) or with a custom published 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/interfunctional relationships. This book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.

Section One: The Role of Marketing in Developing Successful Business Strategies
Chapter 1 Marketing-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: Market Opportunity Analysis
Chapter 4 Identifying Attractive Markets
Chapter 5 Industry Analysis and Competitive Advantage
Chapter 6 Measuring Market Opportunities
Chapter 7 Targeting Attractive Market Segments
Chapter 8 Differentiation and Positioning
Section Three: Strategic Marketing Programs for Selected Situations
Chapter 9 Marketing Strategies for the New Economy
Chapter 10 Strategies for New Market Entries
Chapter 11 Strategic Choices for New and Growing Markets
Chapter 12 Strategic Choices for Mature and Declining Markets
Section Four: Implementing and Controlling Marketing Programs
Chapter 13 Organizing and Planning for Effective Implementation
Chapter 14 Designing Control Systems to Deliver Superior Marketing Performance

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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Marketing Strategy: A Decision-Focused Approach

Marketing Strategy: A Decision-Focused Approach

0072553936

Summary

Table of Contents

Chapter 1 Marketing-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: Market Opportunity Analysis

Chapter 4 Identifying Attractive Markets

Chapter 5 Industry Analysis and Competitive Advantage

Chapter 6 Measuring Market Opportunities

Chapter 7 Targeting Attractive Market Segments

Chapter 8 Differentiation and Positioning

Section Three: Strategic Marketing Programs for Selected Situations

Chapter 9 Marketing Strategies for the New Economy

Chapter 10 Strategies for New Market Entries

Chapter 11 Strategic Choices for New and Growing Markets

Chapter 12 Strategic Choices for Mature and Declining Markets

Section Four: Implementing and Controlling Marketing Programs

Chapter 13 Organizing and Planning for Effective Implementation

Chapter 14 Designing Control Systems to Deliver Superior Marketing Performance

Supplemental Materials