Marketing Strategy
A Decision-Focused Approach
(Sprache: Englisch)
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 book helps students integrate what they have learned about...
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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 book helps students integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.
Inhaltsverzeichnis zu „Marketing Strategy “
Section 1 Introduction to Strategy 1 Market-oriented perspectives underlie successful corporate, business, and marketing strategies 2 Corporate strategy decisions and their marketing implications 3 Business strategies and their marketing implications Section 2 Opportunity Analysis 4 Understanding market opportunities 5 Measuring market opportunities : forecasting and market knowledge 6 Targeting attractive marketing segments 7 Differentiation and positioning Section 3 Formulating Marketing Strategies 8 Marketing strategies for new market entries 9 Strategies for growth markets 10 Strategies for mature and declining markets 11 Marketing strategies for the new economy Section 4 Implementation and Control 12 Organizing and planning for effective implementation 13 Marketing metrics for marketing performance
Bibliographische Angaben
- Autor: Orville C. Walker
- 2008, 6th edition, XX, 346 Seiten, Maße: 20 x 25,5 cm, Kartoniert (TB), Englisch
- Verlag: Mcgraw-Hill Publ.Comp.
- ISBN-10: 0071263918
- ISBN-13: 9780071263917
Sprache:
Englisch
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