02042cam a2200241 a 450000100090000000300040000900500170001300800410003002000180007102000150008904000180010405000180012210000230014024500910016325000120025426000410026630000250030750400200033250510460035252003530139865000270175170000220177812302577OSt20230314143744.0010207s2002    maua     b    001 0 eng    a9780078028946  a0078028949  aDLCcDLCdDLC00aHF5415.13.M35  aWalker, Orville C.00aMarketing strategy: a decision-focused approach. /cOrville C. Walker, John W. Mullins  a8th ed.  aBoston, Mass. :bMcGraw-Hill,c2011.  aix, 358 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