Marketing Strategy: A Decision Focused Approach

Abstract

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

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