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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Bibliographic Details
Published: North Ryde, NSW : McGraw-Hill Education (Australia), [2015]
Online Access:
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Other Authors:
Kriz, Anton (Author)
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.