Marketing Strategy

A decision-focused approach

Orville C. Jr. Walker, Harper W. Jr. Boyd, John Mullins, Jean-Claude Larréché

366 pages, parution le 15/05/2002 (4^eme édition)

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Résumé

Marketing Strategy, by Walker, Boyd, new co-author Mullins, and Larreche, is a flexible, short, paper-back text which can be used on its own or packaged with a case book (Strategic Marketing Management Cases, by Cravens ) or with a custom published case book. It 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/interfunctional relationships. This book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.

Contents

Section One: The Role of Marketing in Developing Successful Business Strategies
- Chapter 1 Marketing-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: Market Opportunity Analysis
- Chapter 4 Identifying Attractive Markets
- Chapter 5 Industry Analysis and Competitive Advantage
- Chapter 6 Measuring Market Opportunities
- Chapter 7 Targeting Attractive Market Segments
- Chapter 8 Differentiation and Positioning
Section Three: Strategic Marketing Programs for Selected Situations
- Chapter 9 Marketing Strategies for the New Economy
- Chapter 10 Strategies for New Market Entries
- Chapter 11 Strategic Choices for New and Growing Markets
- Chapter 12 Strategic Choices for Mature and Declining Markets
Section Four: Implementing and Controlling Marketing Programs
- Chapter 13 Organizing and Planning for Effective Implementation
- Chapter 14 Designing Control Systems to Deliver Superior Marketing Performance

L'auteur - Jean-Claude Larréché

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Orville C. Jr. Walker, Harper W. Jr. Boyd, John Mullins, Jean-Claude Larréché
Parution	15/05/2002
Édition	4^eme édition
Nb. de pages	366
Format	20 x 25,5
Couverture	Broché
Poids	688g
Intérieur	2 couleurs
EAN13	9780071199070
ISBN13	978-0-07-119907-0