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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
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
INSEAD Publications Display
Print HF5415.13 .W36 2008
(Browse shelf)
Consultation only 900184250
Book (short loan) Asia Campus
Textbook Collection
Print HF5415.13 .W36 2008
(Browse shelf)
Available 900184243
Total holds: 0

Includes index


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

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