Marketing Strategy: A Decision-Focused Approach

8th Edition
1259010902 · 9781259010903
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
£56.99

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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