Marketing Strategy: A Decision Focused Approach

Marketing Strategy, 7e is a focused, succinct 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 text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The Seventh Edition helps students integrate what they have learned about analytical tools and the 4P’s of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.





Table of Contents




Section One: Introduction to Strategy
Chapter 1 Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing Strategies
Chapter 2 Corporate Strategy Decisions and Their Marketing Implications
Chapter 3 Business Strategies and Their Marketing Implications
Section Two: Opportunity Analysis
Chapter 4 Understanding Market Opportunities
Chapter 5 Measuring Market Opportunities: Forecasting and Market Knowledge
Chapter 6 Targeting Attractive Market Segments
Chapter 7 Differentiation and Brand Positioning
Section Three: Formulating Marketing Strategies
Chapter 8 Marketing Strategies for New Market Entries
Chapter 9 Strategies for Growth Markets
Chapter 10 Strategies for Mature and Declining Markets
Chapter 11 Marketing Strategies for the New Economy
Section Four: Implementation and Control
Chapter 12 Organizing and Planning for Effective Implementation
Chapter 13 Measuring and Delivering Marketing Performance












Features




This edition presents four key trends that are sweeping the world of marketing theory and practice and creating opportunities for college graduates to bring new tools and ideas to employers or to their own entrepreneurial ventures. These key trends include:

• The growing interest among students everywhere in learning what it will take to run their own companies.

• The growing importance of emerging markets like India, China, Brazil and Russia on the global economic stage and the growing realization in companies everywhere that business today is a global game.

• The increasing attention being given in many companies to issues concerning the measurement of marketing performance and the extent to which marketing activities and spending contribute to the creation of shareholder value.

• The inexorable rise of the Internet, social networking, and blogs and the measurement of marketing performance and their wider implications for marketers.

New material has been added to reflect some of the latest thinking about marketing metrics and the extent to which marketing activities can be shown to contribute to the firm’s bottom line and to the creation of shareholder value.

Updates to Chapter 11 have been added to reflect the latest new-economy developments, such as blogs, RSS feeds, e-mail marketing, search engine optimization, and much more.

This edition includes additional coverage of social networking and mobile advertising on cellular phones in order to explore the potential of these fast-growing developments for marketing practitioners.

RECENZII

Spune-ne opinia ta despre acest produs!

scrie o recenzie