Marketing strategy: a decision-focused approach
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY
McGraw-Hill/Irwin
2011
|
| Edition: | 7. ed., internat. student ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes index. |
| Physical Description: | XV, 352 S. Ill., graph. Darst. |
| ISBN: | 0070171467 9780070171466 |
Staff View
MARC
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| 245 | 1 | 0 | |a Marketing strategy |b a decision-focused approach |c Orville C. Walker ; John W. Mullins |
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Record in the Search Index
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| adam_text | Brief
Table of Contents
Preface
xi
SECTION ONE
Introduction to Strategy
1
1.
Market-Oriented Perspectives Underlie
Successful Corporate, Business, and
Marketing Strategies
3
2.
Corporate Strategy Decisions and Their
Marketing Implications
31
3.
Business Strategies and Their Marketing
Implications
57
SECTION TWO
Opportunity Analysis
4.
83
Understanding Market Opportunities
5.
Measuring Market Opportunities:
Forecasting and Market Knowledge
6.
Targeting Attractive Market Segments
7.
Differentiation and Brand
Positioning
153
85
111
133
SECTION THREE
Formulating Marketing Strategies
175
8.
Marketing Strategies for New Market
Entries
177
9.
Strategies for Growth Markets
205
10.
Strategies for Mature and Declining
Markets
231
11.
Marketing Strategies for the New
Economy
263
SECTION FOUR
Implementation and Control
291
12.
Organizing and Planning for Effective
Implementation
293
13.
Measuring and Delivering Marketing
Performance
319
Name Index
345
Subject Index
349
¡V
|
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| indexdate | 2024-07-09T22:43:05Z |
| institution | BVB |
| isbn | 0070171467 9780070171466 |
| language | English |
| lccn | 2009043026 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020490532 |
| oclc_num | 705673021 |
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| physical | XV, 352 S. Ill., graph. Darst. |
| publishDate | 2011 |
| publishDateSearch | 2011 |
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| publisher | McGraw-Hill/Irwin |
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| spelling | Walker, Orville C. Verfasser aut Marketing strategy a decision-focused approach Orville C. Walker ; John W. Mullins 7. ed., internat. student ed. New York, NY McGraw-Hill/Irwin 2011 XV, 352 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes index. Marketing Management Marketingstrategie (DE-588)4120697-6 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketingstrategie (DE-588)4120697-6 s DE-604 Mullins, John Walker Sonstige oth Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020490532&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Walker, Orville C. Marketing strategy a decision-focused approach Marketing Management Marketingstrategie (DE-588)4120697-6 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4123623-3 |
| title | Marketing strategy a decision-focused approach |
| title_auth | Marketing strategy a decision-focused approach |
| title_exact_search | Marketing strategy a decision-focused approach |
| title_full | Marketing strategy a decision-focused approach Orville C. Walker ; John W. Mullins |
| title_fullStr | Marketing strategy a decision-focused approach Orville C. Walker ; John W. Mullins |
| title_full_unstemmed | Marketing strategy a decision-focused approach Orville C. Walker ; John W. Mullins |
| title_short | Marketing strategy |
| title_sort | marketing strategy a decision focused approach |
| title_sub | a decision-focused approach |
| topic | Marketing Management Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Marketing Management Marketingstrategie Lehrbuch |
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