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Marketing Strategy: a decision focused approach moves beyond the traditional "4P" approach in other marketing titles by utilising the broader analytical framework of competitive strategy. The text offers a clear and comprehensive overview of marketing strategy, beginning with analysis of marketing relationships, moving to key steps in the strategic planning process and ultimately the creation and implementation of such strategies.
This edition includes 13 new APAC case examples selected for their recognisability to both local and international students. More examples of entrepreneurial companies using strategic tools taps into growing student interest in entrepreneurship while material on the marketing implications of today’s digitally and socially networked world has been completely revamped for relevancy.
Marketing Strategy is more pedagogically friendly than ever with new learning objectives tagged against key sections of the text. The case studies with accompanying questions and solutions move students from theory to application while the end-of-chapter exercises facilitate practice of essential marketing planning skills.
PART 1: 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
PART 2: 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
PART 3: 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 digital economy
PART 4: Implementation and Control
Chapter 12 Organising and planning for effective implementation
Chapter 13 Measuring and delivering marketing performance
ISBN: 9781743071793 ISBN-10: 1743071795 Audience:
Tertiary; University or College
Published: 22nd May 2013 Publisher: McGraw-Hill Education Country of Publication: AU Dimensions (cm): 26.2 x 21.2
Weight (kg): 1.35
Edition Number: 3 Edition Type: Revised