Marketing Strategy

Orville C. Walker, etc. (Autoren)

Buch | Softcover

400 Seiten

1995 | International 2 Revised ed
McGraw-Hill Education (ISE Editions) (Verlag)
978-0-07-114862-7 (ISBN)

Infos

Focusing on product-market entry-level strategy, this text discusses specific strategies appropriate for competitive situtations and the organizational and managerial issues involved in implementing those strategies. It offers international coverage of issues and marketing strategies concerning various countries. In addition, this book uses real-world examples to illustrate concepts and procedures and to demonstrate their practical significance. Simulation software (GAMAR), contained in the instructor's manual, is designed to take students through an array of marketing strategy decisions.

Inhalt

Part I Introduction to strategy: the strategic role of marketing; corporate strategy decisions; business strategies and their marketing implications. Part II Opportunity analysis: environmental and competitive analysis; industry dynamics and strategic change; market segmentation and market targeting; positioning decisions. Part III Formulating marketing strategies; marketing strategies for new market entries; strategies for growth markets; strategies for mature and declining markets; international marketing strategies. Part IV Implementations and control: implementing business and marketing strategies; controlling marketing strategies and programmes; GAMMAR Plc; global allocation and marketing resources.

Produkt-Details

• Erscheint lt. Verlag: 1.9.1995
• Zusatzinfo: index
• Verlagsort: London
• Sprache: englisch
• Gewicht: 430 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• ISBN-10: 0-07-114862-0 / 0071148620
• ISBN-13: 978-0-07-114862-7 / 9780071148627
• Zustand: Neuware