Buch, Englisch, 384 Seiten, Format (B × H): 152 mm x 252 mm, Gewicht: 683 g
A Decision-focused Approach
Buch, Englisch, 384 Seiten, Format (B × H): 152 mm x 252 mm, Gewicht: 683 g
ISBN: 978-0-07-255393-2
Verlag: McGraw-Hill Education - Europe
Autoren/Hrsg.
Weitere Infos & Material
Section One: The Role of Marketing in Developing Successful Business Strategies Chapter 1 Marketing-Oriented Perspectives Underlie Successful Corporate, Business and Marketing Strategies Chapter 2 Corporate Strategy Decisions and their Marketing Implications Chapter 3Business Strategies and their Marketing Implications Section Two: Market Opportunity Analysis Chapter 4Identifying Attractive Markets Chapter 5Industry Analysis and Competitive Advantage Chapter 6Measuring Market Opportunities Chapter 7Targeting Attractive Market Segments Chapter 8Differentiation and Positioning Section Three: Strategic Marketing Programs for Selected Situations Chapter 9Marketing Strategies for the New Economy Chapter 10Strategies for New Market Entries Chapter 11Strategic Choices for New and Growing Markets Chapter 12Strategic Choices for Mature and Declining Markets Section Four: Implementing and Controlling Marketing Programs Chapter 13Organizing and Planning for Effective Implementation Chapter 14Designing Control Systems to Deliver Superior Marketing Performance