02336cam a2200289 a 4500 12302577 OSt 20230314143744.0 010207s2002 maua b 001 0 eng 9780078028946 0078028949 DLC DLC DLC HF5415.13.M35 Walker, Orville C. 1013 Marketing strategy: a decision-focused approach. / Orville C. Walker, John W. Mullins 8th ed. Boston, Mass. : McGraw-Hill, 2011. ix, 358 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. 334 Walker, Orville C 1013 7 cbc orignew 1 ocip 20 y-gencatlg lcc BK 9424 16924 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2023-03-11 0 HF5415.13.M35(8e) K/3006/0104/23 2023-03-14 00:00:00 2023-03-14 BK