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Walker Orville C.

Marketing strategy : planning and implementation / Orville C. Walker, Harper W. Boyd, Jean-Claude Larréché - Homewood : Irwin, 1992. - xxiv, 503 p. : ill. ; 24 cm. - Irwin series in marketing .

Includes index.

Sect. 1: Introduction to Strategy. 1: The strategic role of marketing. 2: Corporate strategy decisions. 3: Business strategies and their marketing implications
Sect. 2: Opportunity Analysis. 4: Environmental analysis. 5: Industry dynamics and strategic change. 6: Market targeting. 7: Positioning decisions
Sect. 3: Formulating Marketing Strategies. 8: Marketing strategies for new-market entries. 9: Strategies for growth markets. 10: Strategies for mature and declining markets. 11: International marketing strategy
Sect. 4: Implementation and Control. 12: Implementing business and marketing strategies. 13: Controlling marketing strategies and programs
Epilog: Card wars: Competition heats up in the credit-card industry
Appendix: Major sources of competitive intelligence and the marketplace
Sect. 5: The Samar Case. SAMAR: Strategic allocation of marketing resources


eng.

ISBN: 9780256090055 TZS 40,000/=

Subjects--Topical Terms:
Marketing Management

Dewey Class. No.: 658.8 WAL