Marketing strategy : a decision-focused approach
著者
書誌事項
Marketing strategy : a decision-focused approach
（McGraw-Hill international editions）（McGraw-Hill higher education）
McGraw-Hill, 2008
6th ed., McGraw-Hill international ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
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.
目次
WALKER/MULLINS/BOYD, MARKETING STRATEGY, 6/E BRIEF TOCSection 1Introduction to StrategyChapter1 Market-oriented perspectives underlie successful corporate, business, and marketing strategiesChapter 2Corporate strategy decisions and their marketing implicationsChapter 3Business strategies and their marketing implicationsSection 2Opportunity AnalysisChapter 4Understanding market opportunitiesChapter 5Measuring market opportunities : forecasting and market knowledgeChapter 6Targeting attractive marketing segmentsChapter 7Differentiation and positioningSection 3Formulating Marketing StrategiesChapter 8Marketing strategies for new market entriesChapter 9Strategies for growth marketsChapter 10 Strategies for mature and declining marketsChapter 11Marketing strategies for the new economySection 4Implementation and ControlChapter 12Organizing and planning for effective implementationChapter 13Marketing metrics for marketing performance
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