Covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing's cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making.
Covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing's cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making.
Orville C. Walker, Jr. Orville C. Walker, Jr. is Professor Emeritus in the University of Minnesota's Carlson School of Management, where he served until recently as the James D. Watkins Professor of Marketing and Director of the PhD Program. He holds a Master's degree in social psychology from the Ohio State University and a PhD in marketing from the University of Wisconsin-Madison. Orville is the co-author of three books and has published more than 50 research articles in scholarly and business journals. He has won several awards for his research, including the O'Dell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award from the Sales Management Interest Group of the American Marketing Association. Orville has been a consultant to a number of business firms and not-for-profit organisations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.
Inhaltsangabe
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
