Marketing Strategy Information Center: Table of Contents


		Overview Book Preface Table of Contents Feature Summary About the Authors



	Student Edition
	Instructor Edition

Marketing Strategy: A Decision-Focused Approach, 5/e

Orville C. Walker, University of Minnesota
John W. Mullins, London Business School
Harper W. Boyd, University of Arkansas - Little Rock
Jean-Claude Larréché, INSEAD

ISBN: 0072961902
Copyright year: 2006

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 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 Marketing Metrics for Marketing Performance

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