TY  - BOOK
AU  - 
AU  - Mullins, John W. 
TI  - Marketing strategy 
SN  - 9781259012903
AV  - HF5415.13.M35 
PY  - 2011///
CY  - New York
PB  - McGraw-Hill / Irwin, 
N1  - 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.
ER  -