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Marketing strategy: a decision-focused approach. / Orville C. Walker ...[et al.]. - 5th ed. - Boston, Mass. : McGraw-Hill, 2006. - xvi, 346 p. : ill. ;

Includes index.

Contents: Section One: Introduction to Strategy Chapter 1 Market-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: Opportunity Analysis Chapter 4 Understanding Market Opportunities Chapter 5 Measuring Market Opportunities: Forecasting and Market Knowledge Chapter 6 Targeting Attractive Market Segments Chapter 7 Differentiation and Positioning Section Three: Formulating Marketing Strategies Chapter 8 Marketing Strategies for New Market Entries Chapter 9 Strategies for Growth Markets Chapter 10 Strategies for Mature and Declining Markets Chapter 11 Marketing Strategies for the New Economy Section Four: Implementation And Control Chapter 12 Organizing and Planning for Effective Implementation Chapter 13 Marketing Metrics for Marketing Performance Visit www.mhhe.com/walker06 for discussion questions, suggested cases, and suggested marketing plans.

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.

ISBN: 9780072961904 0072961902

Subjects--Topical Terms:
Marketing--Management.

LC Class. No.: HF5415.13.M35