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Marketing Strategy: A Decision-Focused Approach

8th Edition

1259010902 · 9781259010903

By Orville C. Walker, John Mullins

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 … Read More

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Colour, print bound version of the complete text

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

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.

Completely updated with more examples of how entrepreneurial companies are using the strategic tools and frameworks that this book brings to life, and also the latest empirical evidence of what works and what doesnt

Added examples from fast-growing emerging economies, such as, India, China, and Russia

New chapter-opening vignette on opportunities in the app economy that will interest entrepreneurially-minded readers

one on the emerging middle class in the developing world and the other on Swedish appliance maker Electroluxs global strategy

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