02004cam a2200229 a 450000100090000000300040000900500170001300800410003002000180007102000150008904000180010405000180012224500870014025000120022726000410023930000260028050400200030650510460032652003530137265000270172570000220175212302577OSt20211006101709.0010207s2002    maua     b    001 0 eng    a9780072961904  a0072961902  aDLCcDLCdDLC00aHF5415.13.M3500aMarketing strategy: a decision-focused approach. /cOrville C. Walker ...[et al.].  a5th ed.  aBoston, Mass. :bMcGraw-Hill,c2006.  axvi, 346 p. :bill. ;  aIncludes index.  aContents: 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 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 Marketing Metrics for Marketing PerformanceuVisit www.mhhe.com/walker06 for discussion questions, suggested cases, and suggested marketing plans.  aCovers 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 book helps students integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy. 0aMarketingxManagement.  aWalker, Orville C