Marketing strategy : a decision-focused approach / Orville C. Walker Jr, John W. Mullins, Felix T. Mavondo, John I. Gountas, Anton Kriz, Carol Osborne.
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Edition: | 3e. |
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Published: |
North Ryde, NSW :
McGraw-Hill Education (Australia),
[2015]
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Format: | Electronic eBook |
Table of Contents:
- Introduction to strategy
- Market-oriented perspectives underlie successful corporate, business and marketing strategies
- Corporate strategy decisions and their marketing implications
- Business strategies and their marketing implications
- Opportunity analysis
- Understanding market opportunities
- Measuring market opportunities : forecasting and market knowledge
- Targeting attractive market segments
- Differentiation and brand positioning
- Formulating marketing strategies
- Marketing strategies for new market entries
- Strategies for growth markets
- Strategies for mature and declining markets
- Marketing strategies for the digital economy
- Implementation and control
- Organising and planning for effective implementation
- Measuring and delivering marketing performance.