Marketing 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.

作者简介

Orville C Walker

　　现职：University of Minnesota

John Mullins 　

　　现职：London Business School

PART I: INTRODUCTION TO STRATEGY
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

PART II: OPPORTUNITY ANALYSIS
Ch 4 Understanding Market Opportunities
Ch 5 Measuring Market Opportunities: Forecasting and Market Knowledge
Ch 6 Targeting Attractive Market Segments
Ch 7 Differentiation and Brand Positioning

PART III: FORMULATING MARKETING STRATEGIES
Ch 8 Marketing Strategies for New Market Entries
Ch 9 Strategies for Growth Markets
Ch10 Strategies for Mature and Declining Markets
Ch11 Marketing Strategies for a Digitally Networked World

PART IV: IMPLEMENTATION AND CONTROL
Ch12 Organizing and Planning for Effective Implementation
Ch13 Measuring and Delivering Marketing Performance