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Marketing strategy: planning and implementation

Author: Walker, Orville C. ; Boyd, Harper W. ; Larréché, Jean-ClaudeINSEAD Area: MarketingPublisher: McGraw-Hill, 1998.Edition: 3rd ed.Language: EnglishDescription: 393 p. ; 28 cm.ISBN: 0071168478Type of document: INSEAD BookBibliography/Index: Includes bibliographical references and indexAbstract: Abstract not available
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Item type Current location Collection Call number Status Date due Barcode Item holds
INSEAD Book Europe Campus
Main Collection
Print HF5415.13 .W249 1998
(Browse shelf)
Available 001210875
Total holds: 0

Includes bibliographical references and index

Abstract not available


Marketing Strategy Planning and Implemenation Contents in Brief SECTION ONE INTRODUCTION TO STRATEGY 1 The strategic role of marketing 4 2 Corporate strategy decisions 32 3 Business strategies and their marketing implications 60 SECTION TWO OPPORTUNITY ANALYSIS 4 Environmental analysis 94 5 Marketing information 116 6 Industry dynamics and strategic change 142 7 Market segmentation and market targeting 166 8 Positioning decisions 192 SECTION THREE FORMULATING MARKETING STRATEGIES 9 Marketing strategies for new market entries 216 10 Strategies for growth markets 240 11 Strategies for mature and declining markets 266 SECTION FOUR IMPLEMENTATION AND CONTROL 12 Implementing business and marketing strategies 306 13 Controlling marketing strategies and programs 332 A Marketing Strategy Simulation--Calgolia, Inc. 358 Name Index 384 Subject Index 387

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