000			02336cam a2200289 a 4500
001			12302577
003			OSt
005			20230314143744.0
008			010207s2002 maua b 001 0 eng
020			_a9780078028946
020			_a0078028949
040			_aDLC _cDLC _dDLC
050	0	0	_aHF5415.13.M35
100			_aWalker, Orville C. _91013
245	0	0	_aMarketing strategy: a decision-focused approach. / _cOrville C. Walker, John W. Mullins
250			_a8th ed.
260			_aBoston, Mass. : _bMcGraw-Hill, _c2011.
300			_aix, 358 p. : _bill. ;
504			_aIncludes index.
505			_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 Performance _uVisit www.mhhe.com/walker06 for discussion questions, suggested cases, and suggested marketing plans.
520			_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.
650		0	_aMarketing _xManagement. _9334
700			_aWalker, Orville C _91013
906			_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c9424 _d16924