Marketing Strategy: A Decision Focused Approach » (7th Edition)

Marketing Strategy 5/e is a flexible, short, paper-back text which can be used on its own or packaged with a case book. It 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 the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.

Section One: Introduction to StrategyChapter 1 Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing StrategiesChapter 2 Corporate Strategy Decisions and Their Marketing ImplicationsChapter 3 Business Strategies and Their Marketing ImplicationsSection Two: Opportunity AnalysisChapter 4 Understanding Market OpportunitiesChapter 5 Measuring Market Opportunities: Forecasting and Market KnowledgeChapter 6 Targeting Attractive Market SegmentsChapter 7 Differentiation and Brand PositioningSection Three: Formulating Marketing StrategiesChapter 8 Marketing Strategies for New Market EntriesChapter 9 Strategies for Growth MarketsChapter 10 Strategies for Mature and Declining MarketsChapter 11 Marketing Strategies for the New EconomySection Four: Implementation and ControlChapter 12 Organizing and Planning for Effective ImplementationChapter 13 Measuring and Delivering Marketing Performance