Marketing strategy (5th ed )

Marketing Strategy 5/e is a flexible, short, paper-back text which can be used on its own or packaged with a case book. It 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 book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.

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 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 Marketing Metrics for Marketing Performance