Description
Book SynopsisMarketing Strategy, 8e 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 eighth 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 ContentsSection 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
