This is a flexible, short, paperback text which can be used on its own or packaged with a case book (Strategic Marketing Management Cases, by Cravens) or with a custom published 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/interfunctional 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. - New and updated mini-cases at the start of each chapter introduce and illustrate major concepts and strategies to help students connect book concepts to real world marketing strategy situations and problems. - Increased global coverage is integrated in detailed examination throughout the text to illustrate how marketing strategy must strive to become more customer-oriented and more flexible in rapidly changing domestic and global competitive environments. - Advances in information technology are discussed, together with the role these advances play in impacting environmental, competitive, and customer information. Students will analyse the kinds of marketing information available and learn about the tools and procedures used to gather and evaluate this information, and understand the growing role of the Internet in market opportunities.
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Updated and new mini-cases at the beginning of each chapter introduce and illustrate major concepts and strategies discussed in each chapter to help students connect book concepts to real world marketing strategy situations and problems.
Advances in information technology are discussed in Chapter 5 and the role these advances play in impacting environmental, competitive, and customer information. Students will analyze the kinds of marketing information available and learn about the tools and procedures used to gather and evaluate this information, and understand the growing role of the Internet in market opportunities.
Hundreds of updated examples that demonstrate to students marketing strategies and practices as they are applied products and services in the domestic and global marketplace.
Global Issues expanded throughout the text: This increased global coverage called out by a global icon, integrated in detailed examination throughout the text to illustrate how marketing strategy must strive to become more customer-oriented and more flexible in rapidly changing domestic and global competitive environments.
New Strategies for a New Economy: Chapter 9 includes updated coverage of strategies to help students learn to successfully compete in the ever-evolving new economy.
Strong Cross-Functional Coverage: Explores strategic relationships within marketing, the strategic environment and within the firm. Students need to see that marketing manager's ability to effectively implement a strategic marketing program depends of the cooperation and competence of all the functional areas within the organization.
Strong Integration throughout the text of global examples, technology, ethical issues and services- these topics are the foundation of any marketing activity and their integration throughout each chapter underscores their importance to students.
Complete coverage of marketing relationships and alliances'among customers, channel partners, and suppliers. This analysis shows the student how these relationships are formed, how they grow and how they benefit the firm.
Focus on the strategic planning process shows the student what planning processes and analytical tools and techniques are involved in formulating, implementing, and controlling a strategic marketing program, a cornerstone to any strategic marketing plan.
Students can create and implement a marketing strategy, a cornerstone for any career in marketing and a must if the firm is to win customer acceptance and gain competitive advantage in the marketplace.
Updated Web Case - CALGOLIA. This web-based case is accompanied by a Windows based simulation (GAMAR III) and provides an exciting and realistic way that expose students to the dynamics or resource allocation problems in a global setting.g.
Discussion Questions act as mini-cases illustrating problems real companies face allowing students to apply the material learned in the chapters.
Flexibility: the text length and cost make it perfect for courses where instructors use outside cases, projects, and real-world applications to enhance students learning of marketing strategy concepts.
Orville Walker is the James D. Watkins Professor or Marketing, and Director of the Ph.D. Program, in the University of Minnesota's Carlson School of Management. He holds a Master's degree in social psychology from Ohio State University and a Ph.D. in marketing from the University of Wisconsin-Madison. Prof. Walker is the co-author of three books and has published more than fifty research articles in scholarly and business journals. He has won several awards for his research, including the O'Dell award from the Journal of Marketing Research, the Maynard award from the Journal of Marketing, and a lifetime achievement award (together with Professors Gilbert Churchill and Neil Ford) from the Sales Management Interest Group of the American Marketing Association. Prof. Walker has been a consultant to a number of business firms and not-for-profit organizations, and he has taught in executive development programs around the world, including programs in Poland, Switzerland, Scotland, and Hong Kong. Perhaps his biggest business challenge, however, is attempting to turn a profit as the owner-manager of a small vineyard in western Wisconsin.
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