Marketing strategy : planning and implementation / Orville C. Walker, Harper W. Boyd, Jean-Claude Larréché

By:

Walker Orville C

Contributor(s):

Material type:

PictureSeries: Irwin series in marketingPublication details: Homewood : Irwin, 1992.Description: xxiv, 503 p. : ill. ; 24 cmISBN:

9780256090055

Subject(s):

Marketing Management

DDC classification:

658.8 WAL

Online resources:

Click here to access online

Contents:

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

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 WAL (Browse shelf(Opens below))	1	Available		0058129
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 WAL (Browse shelf(Opens below))	2	Available		0043049

Total holds: 0

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.

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