Walker, Orville C. creator Walker, Orville C text bibliography mau Boston, Mass McGraw-Hill 2011 2002 8th ed. monographic eng

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ix, 358 p. : ill. ; 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. 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 Orville C. Walker, John W. Mullins Includes index. Marketing Management HF5415.13.M35 9780078028946 0078028949 DLC 010207 20230314143744.0 12302577