Marketing strategy: a decision-focused approach
Author: Walker, Orville C. ; Mullins, John W. ; Larréché, Jean-ClaudePublisher: McGraw-Hill, 2008.Language: EnglishDescription: 346 p. ; 25 cm.ISBN: 9780071263917Type of document: INSEAD BookBibliography/Index: Includes index
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
|
Asia Campus INSEAD Publications Display |
HF5415.13 .W36 2008
(Browse shelf) 900184250 |
Consultation only | 900184250 | |||
|
Asia Campus Textbook Collection |
HF5415.13 .W36 2008
(Browse shelf) 900184243 |
Available | 900184243 |
Includes index
Digitized
Brief Table of Contents Marketing Strategy Marketing Strategy Preface xiii SECTION THREE Formulating Marketing Strategies 169 SECTION ONE Introduction to Strategy I 1. Marketing-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing Strategies 3 8. Marketing Strategies for New Market Entries 171 9- Strategies for Growth Markets 199 10. Strategies for Mature and Declining Markets 223 11. Marketing Strategies for the New Economy 255 2. Corporate Strategy Decisions and Their Marketing Implications 3 1 3. Business Strategies and Their Marketing Implications 52 SECTION FOUR Implementation and Control 283 SECTION TWO Opportunity Analysis 81 4. Understanding Market Opportunities 5. Measuring Market Opportunities: Forecasting and Market Knowledge 6. Targeting Attractive Market Segments 129 7. Differentiation and Positioning 149 12. Organizing and Planning for Effective Implementation 285 13. Measuring and Delivering Marketing Performance 3 1 1 Name Index 337 Subject Index 341
There are no comments for this item.