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Product details:
- ISBN-10 : 0078028949
- ISBN-13 : 978-0078028946
- Author: John W. Mullins John Mullins, Orville C. Walker, Jr. Orville C. Walker, Jr.
Marketing Strategy, 8e is a focused, succinct text which can be used on its own or packaged with a 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/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The eighth edition helps students integrate what they have learned about analytical tools and the 4P’s of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.
Table 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 Brand 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: Measuring and Delivering Marketing Performance
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