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Marketing strategy : a decision-focused approach / Orville C. Walker, Jr., John W. Mullins.

By: Contributor(s): Material type: TextTextPublisher: New York : McGraw-Hill/Irwin, [2011]Copyright date: ©2011Edition: Seventh editionDescription: xv, 352 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0073381152
  • 9780073381152
Subject(s): DDC classification:
  • 658.8 22
LOC classification:
  • HF5415.13 .M3586 2011
Contents:
Ch. 1. Market-oriented perspectives underlie successful corporate, business, and marketing strategies -- Ch. 2. Corporate strategy decisions and their marketing implications -- Ch. 3. Business strategies and their marketing implications -- Ch. 4. Understanding market opportunities -- Ch. 5. Measuring market opportunities : forecasting and market knowledge -- Ch. 6. Targeting attractive market segments -- Ch. 7. Differentiation and positioning -- Ch. 8. Marketing strategies for new market entries -- Ch. 9. Strategies for growth markets -- Ch. 10. Strategies for mature and declining markets -- Ch. 11. Marketing strategies for the new economy -- Ch. 12. Organizing and planning for effective implementation -- Ch. 13. Measuring and delivering marketing performance.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 WAL (Browse shelf(Opens below)) 1 Available A457277B
Book City Campus City Campus Main Collection 658.8 WAL (Browse shelf(Opens below)) 1 Available A447202B
Book South Campus South Campus Main Collection 658.8 WAL (Browse shelf(Opens below)) 1 Available A447198B

Includes bibliographical references and index.

Ch. 1. Market-oriented perspectives underlie successful corporate, business, and marketing strategies -- Ch. 2. Corporate strategy decisions and their marketing implications -- Ch. 3. Business strategies and their marketing implications -- Ch. 4. Understanding market opportunities -- Ch. 5. Measuring market opportunities : forecasting and market knowledge -- Ch. 6. Targeting attractive market segments -- Ch. 7. Differentiation and positioning -- Ch. 8. Marketing strategies for new market entries -- Ch. 9. Strategies for growth markets -- Ch. 10. Strategies for mature and declining markets -- Ch. 11. Marketing strategies for the new economy -- Ch. 12. Organizing and planning for effective implementation -- Ch. 13. Measuring and delivering marketing performance.

Machine converted from AACR2 source record.

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