Marketing strategy Orville C. Walker et al.- - 8th ed. - New York: McGraw-Hill / Irwin, 2011 - xvi, 368 p.: ill.; 26 cm.
Includes index.
Contents: Introduction to strategy: Market-oriented perspective underlie successful corporate, business, and marketing strategy -- Corporate strategy decisions and their marketing implications -- Business strategy and their marketing implications -- Opportunity analysis: Understanding market opportunities -- Measuring market opportunities -- Forecasting and marketing knowledge -- Differentiation and brand positioning -- Formulating marketing strategies: Marketing strategies for new market ethics -- Strategies for growth markets -- Strategies for mature and declining markets -- Marketing strategies for digitally networked world -- Implementation and control: Organizing and planning for effective implementation -- Measuring and delivering marketing performance.
9781259012903
HF5415.13.M35