02281cam a2200277 a 4500 12302577 OSt 20211006101709.0 010207s2002 maua b 001 0 eng 9780072961904 0072961902 DLC DLC DLC HF5415.13.M35 Marketing strategy: a decision-focused approach. / Orville C. Walker ...[et al.]. 5th ed. Boston, Mass. : McGraw-Hill, 2006. xvi, 346 p. : ill. ; Includes index. 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 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 Performance Visit www.mhhe.com/walker06 for discussion questions, suggested cases, and suggested marketing plans. 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 book helps students integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy. Marketing Management. Walker, Orville C 7 cbc orignew 1 ocip 20 y-gencatlg lcc BK 7808 15308 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-10-30 STM HF5415.13.M35(5e) K/1016/1016/19 2021-10-05 00:00:00 2021-10-05 BK