TY  - BOOK
AU  - Walker, Orville C
TI  - Marketing strategy: a decision-focused approach.
SN  - 9780072961904
AV  - HF5415.13.M35 
PY  - 2006///
CY  - Boston, Mass.
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
N1  - 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
N2  - 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
ER  -