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Orville C Walker

Marketing strategy: aDecision- Focused Approach Orville C Walker, etal - 4th ed - Boston [Mass.] ; London : McGraw-Hill/Irwin 2003 - xviii, 365 pages illustrations ; 26 cm - McGraw-Hill international editions. .

ntroduction to strategy --
Opportunity analysis --
Formulating marketing strategies --
Implementation and control --
Market-oriented perspectives underlie successful corporate, business, and marketing strategies --
Corporate strategy decisions and their marketing implications --
Business strategies and their marketing implications --
Identifying attractive markets --
Industry analysis and competitive advantage --
Measuring market opportunities --
Targeting attractive market segments --
Differentiation and positioning --
Marketing strategies for new market entries --
Marketing strategies for the new economy --
Organizing and planning for effective implementation --
Measuring and delivering marketing performance.

ISBN: 0072466707

ISSN: 9780072553932

Subjects--Topical Terms:
Marketing -- Management. --Strategic planning.

LC Class. No.: HF5415.13.M37